Answer the following questions with the leadership team: - What is the big idea? - Who are the customers? Who would buy & pay for the product? - Who are the users? Who are the personas we think would use the product? And what would they be using it for? - Why would they want it? What problems would it solve for customers and users that they cannot solve today? What benefit would they get from buying and using it? If the persons paying for the product a different from the persons using it, how will value be delivered to the person paying? - Why are we building it? If we build this product and it’s successful, how does that help us?