| Purpose | We exist to… | The change you, your organisation or your team want to make in the world |
| Ambition | If you buy this product or service from me, I promise you that you will become… | Your ambitious, inspiring pitch for recruiting someone at a BBQ |
| Brand Promise | These are the jobs to be done for our customers… | What problems do you solve for your customers? |
| Current State | Realistically we currently… | An honest and realistic assessment of strengths, weaknesses, and blockers |
| Future State | We will be famous for… | In 12 months time how do you want to describe the reality in which you operate? |
| Measures of Progress | We are going in the right direction when we see… | What will you measure to understand if you’re moving in the right or wrong direction? |