This is the first attempt to define a fundamental question. It will be messy, and you won’t reach a final conclusion, but we will begin to resolve what we think we are and get to what kind of customer messaging will allow us to move forward.

This is the first attempt to check in on your purpose or mission statement. Some brands have mission statements, and some have a purpose. Whichever you have, it’s time to bring it forward. We are not going to change the brand’s purpose or mission statement at this time. This exercise verifies if the priorities listed in the “What is it?” grid match the purpose. In other words, this is the first pass at how aligned you are.