How can we understand our customers?
What “jobs” do we do for our customers?
What are the different customer segments?
How can we understand our company’s situation?
Where do we make money?
What is our competitive advantage?
What is the current Strategic Position of our portfolio?
What is our current mental model?
What is our current strategy?
What are our top strategic issues today?
How can we understand our competitors?
How can we understand our industry?
What are the boundaries of our industry?
How is our industry structured?
What are the key concepts to grasp in our industry?
What are the top industry issues today?
How can we see the future?
What are the main trends?
How is the “basis of competition” changing?
What are possible future scenarios?