List the buyer, the user, the blocker, and the economic buyer. If those four disagree with your hero copy, fix the copy or fix the ICP — do not split the difference in design.
Reuse rule
The same bullet phrases should appear in the deck problem slide and the site problem section. Paraphrasing introduces drift.
Closing
Working on something where this applies?
Tell us the surface (deck, landing page, product visual, sales kit) and the audience that needs to be moved. We reply with a scoped proposal.