5 Questions Every Startup Should Answer

Here’s five questions every startup should answer that will lead you to the one meaningful idea at the center of your business:



1. What is your motto?

A motto is a statement of purpose and belief — it serves as your guiding principle and spirit of the cause you are advancing. I’ve asked so many entrepreneurs what their motto is and often the answer is “We don’t have one” or “I don’t know.” By defining what you believe in, and encapsulating those beliefs into a brand motto, it gives you, your team, and your customers an inspirational idea to rally around. Examples of great mottos include Facebook’s “Move fast and break things”, New York’s “Ever upward” and Harley Davidson’s “Live to Ride, Ride to Live.” Your motto should be the core of your brand strategy, decisions, behaviors and messages.

2. Why does your story matter?

Stories inspire us. They are the emotional glue that creates meaningful experiences between brands and their audience. Stories speak directly to the human condition, to our hardwired emotions and instincts. Ask yourself, what is our story? Is it meaningful? Why should anyone care?

3. What is your greatest vision?

If money, time, energy were no obstacle, what would you do? While most people think, “Well, time, money and energy are my obstacles” this type of thinking limits your ability to think big. By articulating your vision without constraints, you are able to picture what you truly desire and take the necessary steps to move your business towards that vision.

4. What is your plan for growth?

Every business follows a path and that path will undoubtedly include various turns, obstacles and re-routes; it’s the nature of business. Lewis Schiff, author of “Business Brilliant” gave me a great piece of advice — There is a difference between having a job you love and having a business model that you love and is scalable. In his words, “Do what you love, but always follow the money.” You must know where you’re going — what is your destination and how will you get there.

5. Why will you succeed?

I love this question because it forces entrepreneurs and organizations to take a hard look as to whether or not they have what it takes to succeed. Do you have the vision? Do you have the discipline it takes to overcome any obstacle? And, do you have authenticity, or proof that everything you do and say is a true expression of why you exist, and is clearly understood by your audience? That’s how you know you’ll succeed. You can’t have vision, but not discipline or authenticity — You must have all three.