Today, Seth is primarily on about branding and advertising, but his questions are good for executives deciding which projects to chase. And for proposal teams tasked with the chase.
What do we intend to remind people of?
What genre are we playing in?
What problem do we solve?
What problem does our existence cause–for competitors, for users, for bystanders…
There are lots more. Go find the ones that make sense for your line of work, your company, your way of being in the world/market. And then answer them, in plain language.