Why does your orgnanization exist? What is its essential purpose?
What motivates and inspires your members to work for, and remain loyal to your organization?
What are the fundamental beliefs and principles that stand the test of time and guide your
What is the exact business you are in?
What is the one thing that makes your organization unique in this market or field?
How do you define quality?
Who “purchases” your product/service? Describe your typical types of customer.
Do you have a tag line? (Unique Selling Proposition). Eg. FedEx “When it absolutely, positively has to be there overnight.”, M&Ms “The milk chocolate melts in your mouth, not in your hand.”
Consider your current audience and potential audience, how do their interests align with your business, and how you connect with them.
What specific industry sectors do you work in?