The Second Ten (Killer Questions)
Subsequent Questions That Build On The First Set
Don’t try and answer these before the First Ten.
Use the same drill as the First Ten - short but meaningful sentences. Lengthy essays are not needed. Continue to correct your answers to each as you work through them, and by all means, send them to me when you are comfortable.
The Second Ten
If you arrived here after answering the first ten, great work.
You will be in perfect shape to work through these.
Given your answers to the first ten, you’ve defined yourself, your vision, your mission, your purpose, and what might get in the way—the start of your story and far more.
Now you can sharpen the tip of the arrow.
In other words, determine how to build on those foundations and make yourself/your business even more valuable and available to your marketplace.
Enjoy! And again, feel free to reach out if you get stuck.
What’s Your Product? Describe what’s in the box. What can people buy? The whole playbook - what’s included? In many cases, these can also be capabilities and skills that are in demand by your audience/clients. Get them all down.
What’s Your Service? In case it didn’t show up when you answered question one, is there a service model dimension to what you do/deliver? There may be added value in making that separation clear.
Who Cares? Who are the best targets, personas, types, roles, levels, and job titles for your products/services?
Why Will They Buy You? What qualifies you against similar solutions/services as defined above? What’s your value proposition?
How Will They Approach You? What routes/channels/media/platforms will your customers use to reach you?
Where Do You Need to Be Known or Found? What events, places, channels, platforms, networks, or communities do you need to be connected to?
What’s Key? What are the #keywords your customers will use to search for you?
What’s Your Style? How do you want to be perceived, the style, look, and feel of you and your business? What’s your brand?
Which (Similar) Organizations Do You Admire? Can you find/give yourself some examples of how you could be positioned? They don’t need to be in your industry.
What’s The Commercial Model? What flexibility and choice (different models) are there in how you get commercial or other benefits from your success?
THE BACKGROUND:
We apply questions like these in every assignment with our clients worldwide. Answering what appear to be simple questions is one thing, but then refining and connecting those answers across the entangled requirements/dependencies of strategies and plans unlocks immense value for individuals and firms alike.
