Big Picture Thinking
When beginning the process of creating a business or brand, ask yourself “why am I doing this.” Often times, the tendency is to start with the "what" or "how" questions, sweeping the "why" under the rug because it’s too hard to answer or just assuming that maximizing profit was the "why." Defining the "why" is crucial in connecting with your market long-term. Why does your business exist? Why should it matter to your market? It’s not until you can answer the “why” questions that you can begin to strategically position your business to be different and set apart from your competition.