• What really matters to us? 
• Where do we want to be in five years? 
• Never mind what we have done or others have done: What is possible? 
• What would clients think was remarkable? 
• If we were starting from scratch today, what would we do differently?
• If we were competing against us, where would we attack us?

• Which 10 or 12 clients, friends, industry insiders or other individuals can give us the most insight about improving our business?

• Who makes up the White Hot Center of our industry? ·
• Which members do we have contact with? Which do we not? 
• What should we do to increase our influence with these people?

• What 3-4 prospective and acquirable clients would have the most long-term impact on our business - as uniquely strong references? 
• How can we begin to convert them into clients?

• What is the greatest flaw in our industry, in the perception of prospects and clients? ·
• What stereotype do outsiders have of people in our business?

• Is our brand unique? 
• Is it vivid? · Is it simple? 
• Does it communicate a clear and powerful message, in the way we most want and need to communicate? 
• Is it inviting?

• Is our name distinctive? 
• Is it memorable? 
• Is it brief enough to be processed and remembered? 
• Does it express or imply an important message? 
• Does the value and equity of our current name outweigh the value of changing it to a more powerful and useful name? 
• Can it be pronounced easily, even musically? 
• Will most people have to ask how to spell it? If so, can you easily explain how to spell it? 
• Is it short? 
• Does it have the unique traits to make it memorable - is it unique, sensory, and outstanding? 
• Is it interesting? Does it have "story value"? 
• Is it authentic? Is it who we really are? 
• Can our employees say the name proudly? 
• Does it set the right tone? · 
• Is it different enough from competitors' names? 
• Is it acceptable to virtually every important prospect? 
• Does it make some people uneasy? 
• Is it rich with meaning? Does it imply more than one positive message?

• What does our price communicate about the value of our work? 
• Is our pricing absolutely clear? 
• Is it so simple a prospect understands it immediately?

Look at every point where our prospects come into contact with us - from business cards and signage to attire and envelopes:

• Does each contact make a strong impression? 
• Does each say, "This firm is special"? 
• Does each contact clearly convey a sense of quality and professionalism? 
• Are the messages at each point consistent with each other?

• Are our messages brief and to the point? · 
• Does every word count - or are there unnecessary and wasted words? 
• Do we immediately convey our point of difference? 
• Do we clearly and convincingly communicate the distinctive benefit of working with us? 
• Do we provide strong proof for each of our claims? 
• If the person never reads of a word of the message, does the communication still convey a sense of quality? 
• Does the reader feel engaged by the copy? Does it speak to him and his wants and needs - or do we talk too much about ourselves?

• Do our images, by themselves, convey an unmistakable sense of quality and professionalism?
• Is each slide necessary? Does each one deliver its message better than words alone can? 
• Are slides kept to a minimum, so that our audience will focus on our people rather than on our slides? 
• Does each image convey no more than three succinct points? 
• Can any point be made in half as many words? 
• Are the images interesting yet appropriate? 
• Are the words engaging and interesting? 
• Is our presentation about the client and his needs - or is it about us? · Is the presentation compelling without being immodest? 
• Is our presentation human, warm, inviting and personal? Are there moments where it is too institutional? · 
• Are our testimonials powerful and believable? · Do we use stories to make our message clearer and more interesting?

• Are 20 percent of our clients thrilled with us? 
• Are all but 10 percent of our clients very pleased with us, and what do we do for them? 
• Is our receptionist warm, welcoming and optimistic? 
• Do we return calls or follow-up on contacts in near real time? 
• Do we follow-up every contact with a prospect or client within 24 hours? 
• Do we have a regular and closely followed program for thanking clients and prospects at least once a year? · 
• Are we doing something special for our loyal clients at least once a year? 
• Do each of our special clients clearly know they are special to us? 
• When we make a promise to a client, do we make sure to put it in writing so we will know what we have promised and what to do - and they will know exactly what to expect from us, and when?

Copyright © 2004 by Harry Beckwith