The Business Owner’s Field Guide

Free resources to help you get the most out of your business.

1. Purpose

In a big picture sense, where is your business headed and how will you get there?

Topics Include:

  • Core Purpose
  • Vision Statement
  • Core Values
  • Goals and Objectives

2. Customers

How well do you really know your customers’ needs and priorities?

Topics Include:

  • Target Customer
  • Jobs to be Done
  • Job Stories
  • Elements of Value


Does your company own a unique strategic position compared to your competitors?

Topics Include:

  • Competitive Set
  • Competitive Landscape
  • Strategy Canvas
  • Competitive Analysis

4. Offering

Do you meet your customers’ most important needs in a unique way?

Topics Include:

  • Capabilities
  • Unique Value Proposition
  • Problem / Solution Fit
  • Value Chain

5. Brand

Do your customers (and your team) know exactly what you stand for?

Topics Include:

  • Mission and Positioning
  • Tone of Voice
  • Brand Archetypes
  • Brand Identity

6. Marketing

Are you connecting with your target customers by tapping into their emotions?

Topics Include:

  • Keywords
  • Key Messages
  • Content Strategy
  • Social Media Strategy

7. Practice

Do you use experiments and metrics to actively grow and improve your business?

Topics Include:

  • Lean Experiments
  • Validated Learning
  • Time Boxing
  • Where to Start