• What do you get excited about when doing business with a new customer? 
• Where do you add value to their lives? 
• What are your strongest core values and how do they relate to the impact you want to make? 
• What makes your current customers loyal to your business? and what keeps them coming back? 
• What kind of feelings do you want your customers to have as a result of doing business with you? Where does that feeling come from? 
• How do you measure the success of a business transaction, for your customers?