1. Who’s it for?
  2. What’s it for?
  3. What is the worldview of the audience you’re seeking to reach?
  4. What are they afraid of?
  5. What story will you tell? Is it true?
  6. What change are you seeking to make?
  7. How will it change their status?
  8. How will you reach the early adopters and neophiliacs?
  9. Why will they tell their friends?
  10. What will they tell their friends?
  11. Where’s the network effect that will propel this forward?
  12. What asset are you building?
  13. Are you proud of it?

From This is Marketing (Seth Godin)