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a. Why does your company exist and why does it truly matter? *
b. How do you want to help customers be better off? What problems are your trying to help customers solve? Explain *
c. Does your business purpose inspire sacrifice, encourage innovation, drive marketing and sales? *
a. Are you exploiting natural, high-growth markets ready to explode? Name one or two possibilities. *
b. Can you identify high-growth market opportunities that fall into your circle of competence you might have overlooked because they are not business as usual? *
c. What is the one target audience you think you should focus on? *
a. What is your company’s brand strategy? Does it differentiate you and make selling easier? Explain the big ideas. (E.g., website, social media, podcasts, membership communities) *
b. Answer the "onliness" question: We are the only ______ (kind of company) that ______ . *
c. Would your customer walk around the block to do business with your company if there was a competitor’s business just a few steps away? *
a. Is your leadership team made up of iconoclasts who stare down industry orthodoxies and come up with original ideas, or conformists who copy their competition? *
b. What is the number one thing that pisses your customers off about your industry and your company? *
c. How could you disrupt the competition with an innovative product or service? *
a. What is your company’s breakthrough value proposition (promise)? Do you have an organization delivery mechanism that can deliver on it? *
b. What company systems and processes work? What don’t work (or are broken)? What’s missing that could make a difference? *
c. How would you rate the level of cooperation between the CEO, COO, CIO, and Operations people? *
a. Are you as a CEO or founder personally and directly involved in marketing and sales? What about other members of the top management group? Or are they stuck in bureaucratic silos with little connection to creating customers? *
b. Would you like to get everyone in your organization more involved in creating customers? What’s working about that? What’s not working? What’s missing? *
c. Do you have a handful (at least one) of people in your company who are master salespeople? *
a. How does the sentence “fall in love” apply or not apply to your company and its interactions with customers? *
b. What are the customer’s major touchpoints in dealing with your company where they are not having a good experience? *
c. What is one customer touchpoint that you would like to improve? (Start with low hanging fruit.) *
