1.Company: What are our goals, and what measures will be used to determine if we are on track? What

1.Company: What are our goals, and what measures will be used to determine if we are on track? What strengths and weaknesses do we see in our brand and organization?2. Context: What environmental factors provide opportunities or limit our options?3. Collaborators: Who helps us create and deliver value? How do we motivate them to help us achieve our goals?4. Customers: What underlying needs are we trying to satisfy? What benefits do customers seek? Are there any trends / changes in these needs that we especially need to consider?5. Competitors: Who do we see as our primary competitor(s)? What do we expect them to do, and how do we defend against those moves?

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