1. Company: What are our goals, and what measures will be used to determine if we are on track? What strengths and weaknesses do we see in our brand and organization?
2. Context: What environmental factors provide opportunities or limit our options?
3. Collaborators: Who helps us create and deliver value? How do we motivate them to help us achieve our goals?
4. Customers: What underlying needs are we trying to satisfy? What benefits do customers seek? Are there any trends / changes in these needs that we especially need to consider?
5. Competitors: Who do we see as our primary competitor(s)? What do we expect them to do, and how do we defend against those moves?