diff --git a/content/docs/app-journey.md b/content/docs/app-journey.md
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--- a/content/docs/app-journey.md
+++ b/content/docs/app-journey.md
@@ -1,6 +1,6 @@
 +++
 title="An App's Brief Journey from Source to Image"
-weight=2
+weight=3
 getting-started=true
 +++
 
diff --git a/content/docs/buildpack-basics.md b/content/docs/buildpack-basics.md
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++++
+title="Basics of BuildPacks"
+weight=2
+getting-started=true
++++
+
+## Basic Concepts
+
+### What is a Buildpack?
+
+A `buildpack` is software that transforms application source code into
+executable files by analyzing the code and determining the best way to
+build it.
+
+![buildpacks](/images/what.svg)
+
+Buildpacks have many shapes and forms. For example, a 'Distribution BuildPack'
+is a pre-built and tested buildpack that is ready for distribution to
+application developers. A Distribution Buildpack includes a set of buildpacks
+that are packaged together and can be used to build applications in different
+environments. 
+
+'Paketo Buildpacks' is a distribution buildpack for building applications in
+Java, Go, Python, Ruby, etc. The buildpacks included in 'Paketo Buildpacks'
+work together to create application container images that can run on any
+platform that supports container images (e.g., Cloud Foundry, Docker,
+Kubernetes, etc.).
+
+### What is a Builder?
+
+A builder is an image that contains all the components necessary to
+execute a build (for example, an ordered combination of buildpacks, a build
+image and other files and configurations).
+
+![create-builder diagram](/images/create-builder.svg)
+
+### What is a Lifecycle?
+
+A lifecycle is a series of steps that are used to create and manage a
+buildpack. The cumulative `create` step can be used to `analyze`, `detect`,
+`restore`, `build`, and `export` buildpack execution. All of these steps are
+part of a lifecycle. You can also re-enter a lifecycle using `rebase` to push
+the latest changes to an existing buildpack.
+
+![lifecycle](/images/lifecycle.png)
+
+`launcher` is an independent step that can be used to launch the application
+at any time. 
+
+### How BuildPacks add Efficiency to Code Iterations
+
+#### Building with Containers:
+
+Here's a quick look at how much manual effort is needed when working with
+containers, especially when major changes to the application need to be
+re-built.
+
+![Working with Containers](/images/rebase-containers.png)
+
+#### Building with BuildPacks:
+
+With BuildPacks, a lot of the steps mentioned above are automated. However,
+the true power of BuildPack is evident when 'rebasing' a newer iteration of the
+application code. With a layered approach, only incremental changes are
+rebuilt, greatly improving the time and efficiency of the build process.
+
+![Working with BuildPacks](/images/rebase-buildpacks.png)
+
+### What is a Platform
+
+A platform coordinates builds by invoking the lifecycle binary together with
+the buildpacks and the application source code in order to produce an
+executable OCI image.
+
+A platform can be a:
+
+- A local CLI tool
+- A plugin for a continuous integration service
+- A cloud application platform
+
+## Who uses Buildpacks (Personas)
+
+### App Developers
+
+Regular Application developers that utilize Buildpacks in their app packaging
+workflows.
+
+### Platform Operators
+
+Platform Operators are organizations or service providers (e.g., kpack,
+Tekton, Fly.io, Digital Ocean, Google Cloud, Heroku, SalesForce, etc.) that
+incorporates Buildpacks within their products to make buildpack functionality
+available to their end-users (typically, application developers). 
+
+### Buildpack Authors
+
+Buildpacks' internal developers working on Buildpack features.
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