I propose creating separate marketing pitches to each of the following user categories:
Governments and governmental organisations, such as the UN or IMF
Businesses
Consumers
Web2 (non-crypto) developers
Web 3 (crypto) developers
For each of these categories, the pitches should identify what their biggest problems are and then explain what the ICP does to solve them but without going into the details of how, except at an appropriate level of abstraction for the category.
E.g., cybersecurity is relevant to all categories but, for governments, you might emphasise verifiable credentials for KYC.
For consumers, you might emphasise privacy and data ownership.
For Web2 developers, you might emphasise decentralised cloud but with traditional backend abstracted away, leaving business logic and UI..
For Web3 developers, you might emphasise no necessity for less secure bridging solutions and so on.