<aside> 1️⃣ Your Business - What is it?
Be descriptive.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 2️⃣ What are the customer benefits?
How does it improve customers’ lives?
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 3️⃣ What is its personality?
If your product, company or service was human and you met at a cocktail party, how would you describe them?
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 1️⃣ Product attributes
The "bits and bytes" of what your product offers — the things that deliver benefit to customers.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 2️⃣ Product benefits
How does your product improve customers’ lives?
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 3️⃣ Emotional benefits
If your product does a great job delivering benefits, how do you want your customers to feel? Emotion makes brands memorable.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 4️⃣ Something bigger
In the next decade or two, how might your product or service dent the universe? Think big.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> ▶️ Your concept summary
It must answer the question: Do people understand who I am, my benefits, my personality and the something bigger I will represent?
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 1️⃣
Brand Vision
Write a single, inspiring long‑term aim. Keep it concise and directional.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 2️⃣
Brand Mission
Describe what you do, for whom, and the business outcomes you enable.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 3️⃣
Core Values
List 3-5 core values that drive your company biases and decision making process.
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<aside> 4️⃣
Offer and Unique Selling Point
State your core offer in one paragraph. Then define your USP with proof or differentiation.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 5️⃣
Brand Story
Tell the origin, the aha moment, and how that shapes what you build and how you deliver.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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<aside> 6️⃣
Ideal Customer Profile
Specify role, stage, market, pains, and decision authority in 3–6 sentences.
<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />
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