There are a few common trigger points:
- You have early customers but sales feel inconsistent or hard to repeat
- You're preparing for a fundraise and need a crisp, defensible narrative
- You've expanded the product and the original story no longer fits
- You're entering a new market or segment and need to re-anchor the brand
- Your team can't agree on who the customer actually is
If any of those sound familiar, it's time.
