2. There’s only 3 business problems...

that we’re interested in—attention, perception, and revenue. These are problems faced by anyone trying to build something whether its a business, an organization or an idea. 

Attention—Whose paying attention to you now? Who do you want to pay attention to you? How do you earn that attention?

Perception—What does your audience think of you? What do you want them to think of you? Are they fans or customers?

Revenue—How do you make more money? What aren’t you creating for your fans that they are eagerly waiting for? 

What we do is simple. We ask “Who do you need to talk to? What do you need them to know? What can make for them?” and then we fill in the blanks.