What is your team's fundamental reason for existing?
This should be a deeper reason then just making money
This should act as a perpetual guiding star that your team will always pursue
Exercise: 5 WHYs
ex: Tesla: Tesla, set out to prove that electric cars are superior to gasoline cars and that sustainable transportation is not only feasible but superior to traditional combustion engines.
What is a big aspirational, and gut inspiring goal that would require 10+ yrs of effort
A goal that would rally your entire team, every member day in and day out
How do you write a goal that is so visual and vivid that you can describe every angle of it
A goal that you believe in every bone that you can achieve, and won't give up on
And the goal has a clear finish line - can be achieved with a 50/50 chance
What are the words that you would use to describe your culture? regardless of industry
What are the core values that help your team make decisions?
100 years from now what are the core values you still want your team to hold
Exercise: Make list of 20 values - the guiding principles for your team or company
Now narrow your list down to top 10 values
Now lets choose your 6 core values
What do we do, how do we do it, for who, how are we different, how do you make money, competitive advantage?
Does it describe what your current product or service does?
Does it include how you do it - what's unique
Is it clear and simple?
Does it avoid elaborate language and buzz words?
Can it be easily explained by others
One key input and one key output metric
Most import metric to measure this quarters success
Most important metric to predict next quarters success
Most import metric to predict next years success