What’s your “special sauce” and why would someone choose your product or service over another similar one?
What impact do you want your organization to have?
What are their pain points, problems, beliefs, goals, desires, what do they come to you for help for?
How do you want people to feel after working with or interacting with your organization?
Do you like or admire what they’re doing? What can we learn from them about what not to do?
What key points do you want the audience to know?