Let's start shaping your best thinking into hypotheses. There is no right or wrong answer to any of these questions. But remember, these are just your initial hypotheses. Don't start building or implementing anything from this list. Instead, we're just trying to "prime the pump" around which hypotheses we need to test first.

1. What business / category are you in?
2. From your audience's view, how do you think you will be / are different?
3. Who do you think will be your most passionate audience?
4. What do they want to aspire to achieve?
5. What are you fighting against?
6. What are you fighting for?
7. What are three verbs (eg, leading, caring, etc) you would want your audience to associate you with?