So, how do you create something that becomes the cornerstone of your startup’s identity? Start with a deep dive into the company’s purpose and vision. Here's a roadmap to guide you:Interview the Founder and Key Team MembersUnderstand the heart of your company. Ask questions like:What does the world look like before this company existed?What’s a commonly held belief in the industry that you disagree with?What big questions have we been grappling with while building this?What does the future look like in 10 years, and how does our brand fit in?Understand the Customer’s PerspectiveTalk to early customers to understand their pain points and what resonates with them. Ask:How did you feel before discovering our product?What was missing in the market that we’re solving?If you fully embraced our belief, what would that allow you to do differently in your life or business?Identify Your BeliefsThis is where you define your core values, those beliefs that set you apart from everyone else. What do you stand for? What’s the change you want to see in the world?Craft the Future You Want to SeePicture the world 10 years from now—one where your startup is thriving and your vision is coming to life. What does that world look like, and how are your customers benefiting from embracing your change?The Promised LandFinally, describe the outcome—the transformation that occurs when people buy into your vision. How does it make them feel, act, and show up in the world? This is the emotional hook that will draw people in.
