- What existing services and products are undermining the one thing that makes you different and compelling?
- What is your customer’s primary problem? How do your products and services solve that problem?
- What assumptions – the routine way of doing things – about my company need questioning?
- How do you convert people from potential customers to actual customers?
- Why are customers loyal to your company?
- What is the ideal final result from the customer’s point of view?
- What is standing in the way of achieving the ideal final result?
- If we were starting as a competitor to ourselves, how would we do it?