There are six critical questions every organization that is interested in growing should ask. These questions should be asked not just to question things just for the sake of questioning them, but rather because the answers to the right questions will lead you to a better place. Rudyard Kipling called who, what, where, when, how and why his six friends who taught him everything he knew. I call the following six questions my friends who tell me everything I need to know about an organization.

  1. What do we offer?Six Questions
  2. What are the rational benefits?
  3. What are the emotional benefits?
  4. What are our Icons?
  5. What are our Values?
  6. What is our Essence?

Each one of those six questions reveals who you are and what you do and are essential as you determine your plan and your identity.