Not a pitch. A simple sentence. It doesn't have to be a good one. Just a clear one.
Is anyone else doing it? *
If yes, and it will usually be yes, do you know who they are? *
You must know who your competitors are in order to build a successful brand strategy.
i.e. quit my dayjob, disrupt an industry, make a ton of money, prove my parents wrong, world peace, etc.
Do you want to stand out from your competitors or share a piece of the pie? *
This question is about the scale and size of both your concept and your ambition. There's no shame in pie. Just know what it is you're pursuing, and build a framework to support that.
At this point in the worksheet, do you feel stressed or amped? *