Learn about the meaning of "improvement" about specific product and brainstorm on how to achieve that goal. For example, improve for adds can be more revenue which can be achieved by: - More precise targets - Better surface interface - Better pricing strategy for adds Then pick your best bet and elaborate that with more detail. For example, coming from ML background seeing some adds that are totally irrelevant in my feed gives me the idea that they should know better about me/FB users. I recommend a more complex recommendation model in which .....