diff --git a/README.md b/README.md
index 9a93fdb..14c81fc 100644
--- a/README.md
+++ b/README.md
@@ -15,28 +15,124 @@ all your authentication/authorization needs.
 </div>
 <br />
 
-## Why?
+## Why? 🤷
 
+<!--
+You want a way to add authentication
+to your Elixir/Phoenix App
+in the fewest steps and least code.
+We did too. So we built `auth_plug`.
+-->
+
+***Frustrated*** by the **complexity**
+and **incomplete docs/tests**
+in **_existing_ auth solutions**,
+we built **`auth_plug`** to **simplify** our lives.
+We needed a way to ***minimise***
+the number of steps
+and amount of boilerplate **code** required
+to add auth in our app(s).
+**`auth_plug`** allows us to **setup**
+auth in any Elixir/Phoenix
+App in **_less_ than 2 minutes**
+and only **7 lines** of code.
+
+<!-- revisit or remove this section
+### Pain 😧
+
+We try to maintain a
+["beginner's mind"](https://en.wikipedia.org/wiki/Shoshin)
+in everything we do.
+
+There are virtually infinite options
+for 3rd party Authentication.
+Most are complex and unfriendly to beginners.
+They require understanding the difference
+between an authentication scheme, strategy or implementation.
+We have used everything from
+[black box](https://en.wikipedia.org/wiki/Black_box)
+(closed source)
+services that promise the world but are consistently
+painful to setup, to open source projects that
+are woefully undocumented and lack automated tests
+so we cannot _rely_ on them.
+We got tired of compromising on the UX of auth,
+so we built _exactly_ what we wanted
+as the "users" of our own product.
+
+-->
 
+## What?
 
+A plug
+a _complete_ beginner can use to add auth to a
+Phoenix App
+and _understand_ how it works.
+No macros/behaviours to `use` (_confuse_).
+No complex configuration.
+No genservers or extra OTP apps.
+Just a basic plug that uses Phoenix Sessions
+and standards-based JSON Web Tokens (JWT).
+Refreshingly simple. The way auth _should_ be done.
 
-## Installation
+## Who? 👥
 
-Add `auth_plug` to your list of dependencies in `mix.exs`:
+We built this plug for use in our products/services.
+It does _exactly_ what we want it to and nothing more.
+It's tested, documented and open source the way _all_ our code is.
+It's **not _yet_** a **general purpose** auth solution
+that _anyone_ can use.
+If after reading through this you feel that
+this is something you would like to have
+in your own Elixir/Phoenix project,
+let us know!
+
+
+## How? 💡
+
+### 1. Installation 📝
+
+Add **`auth_plug`**
+to your list of dependencies in `mix.exs`:
 
 ```elixir
 def deps do
   [
-    {:auth_plug, "~> 0.1.2  "}
+    {:auth_plug, "~> 0.7.0"}
   ]
 end
 ```
+Once you've saved the `mix.exs` file,
+download the dependency with:
+
+```sh
+mix deps.get
+```
+
+### 2. Get Your API Key
+
+
+
+
+#### 2.1 Save it as an Environment Variable
+
+
+
+
+### 3. Protect a Route
+
+
+
+
+## Documentation
 
 Documentation can be found at
 [https://hexdocs.pm/auth_plug](https://hexdocs.pm/auth_plug).
 
 
 
+
+
 ## Recommended / Relevant Reading
 
 If you are new to Elixir Plug,