The Five Most Important Questions

1. What is our mission?

• What is the current mission?
• What are our challenges?
• What are our opportunities?
• Does the mission need to be revisited?

2. Who is our customer?

• Determine what customers value
• Define your results
• Who must be satisfied for us to achieve results?
• Who is our primary customer?
• Who are our supporting customers?
• How will our customers change?
• Who do we not serve?

3. What do the customers value?

• What satisfied their needs, wants, and aspirations
• What do we believe our primary and supporting customers value?
• What knowledge do we need to gain from our customers?
• How will I participate in gaining this knowledge?

4. What are our results?

• Look at short-term accomplishment and long-term change
• How do we define results?
• Are we successful?
• How should we define results?
• What must we strengthen or abandon?

5. What is our plan?

• Should the mission be changed?
• What are our goals?