The Basics

1. First name
2. Last name
3. Phone number
4. Email
5. Instagram handle
6. Brand / company
7. Website
8. Photo link — paste an Instagram, Imgur or shared-drive link

Your Brand, In Your Words

Example answers are only there to help. Write yours in your own voice.

9. Mission — what does your brand do, for whom, and why now?
10. Vision — what does the world look like when your brand has won?
11. Tagline — your brand in one line.
12. Elevator pitch — 30 seconds, no jargon.
13. Core pillars — the 3 to 5 things your brand stands on.
14. Who is your ideal customer, and what problem keeps them up at night?
15. What is your offer, and why is it the obvious choice over every alternative?
16. What is your 10X goal — the version of your brand that would scare you to say out loud?
17. What are you doing every single day to get more attention for your brand?
18. What is the biggest obstacle between you and scale right now?
19. Obscurity or criticism: which have you feared more, and why?

The Founder's DNA

Answer like you're on a magazine cover. Skip anything you like.

20. Origin: what was the moment you decided you would never work for anyone else's dream again?
21. What do you believe about your industry that most people in it would publicly disagree with?
22. What did you do with the first real money your work ever made you?
23. Your biggest failure so far, and the exact lesson it cost you.
24. Who is your rival — a person, a company or a version of yourself — and what are you doing to win?
25. What is the most controversial decision you've made in business, and would you make it again?
26. What daily habit would surprise people the most?
27. Fame, wealth, freedom or impact: rank them.
28. Your core values — the 3 rules you won't break, even when it costs you.

The Future

29. How far ahead do you actually plan?
    • This year
    • 5 years
    • A lifetime
    • Several generations
    • Further than anyone will remember me
30. What is your opinion on space exploration — worth it, overrated, or the most important project we have?
31. Off-planet living, or one Earth, one life? Where do you stand?
    • One Earth, one life — this is home
    • Earth first, then the Moon and Mars
    • Settle across the solar system
    • Out among the stars — no ceiling
32. Would you sign up for a one-way trip to start something new on another world? Why or why not?
33. Superintelligence: what is your opinion on machines smarter than humans? Opportunity, threat, or both?
34. If your work could survive one thousand years, what part of it would you want people to still be using?
35. Is legacy something you build for your family, or for strangers who haven't been born yet?
    • My family and people I know
    • My city and my generation
    • People centuries from now
    • Whoever is out there, wherever they end up

The Runway Report — Your Take

Four headlines from this week's Nightlife Report broadcast. Give us your reaction in a sentence or two.

36. Style Capital has taken control of No. 21, and founder Alessandro Dell'Acqua stays on as creative director. Should founders sell and stay, or walk away? (Source: Women's Wear Daily)
37. Versace's Atelier returns to Paris Couture in January 2027 under Pieter Mulier. Does couture still matter, or is it theater for the few?
38. Gucci, under Demna, opens at 56 Avenue Montaigne, while Margiela x Gentle Monster drops 68 pieces in 8 cities. Are big collaborations art or marketing?
39. Anok Yai takes all three covers of Vogue Brazil, and Liu Wen makes her tenth Victoria's Secret walk. Who decides who becomes a face today — editors or audiences? (Source: PanAsiaBiz)

Closing

40. TED stage: you get 18 minutes to change one mind. What's the talk called?
41. Your own question & answer — ask yourself anything and answer it.

The 10X Round

Inspired by Grant Cardone's principles on 10X goals, sales, obsession and massive action. Not affiliated with or endorsed by him.

42. Before this, what were you doing, and what made you start?
43. When did you start thinking bigger? What switched, and what did you do the next day?
44. What result do people always ask you "how did you do that?" about, and did you plan it?
45. Who is in your corner? Name the mentor or teammate who changed your game, and what they told you.
46. Who doubted you out loud, and what did you do with it? (No names needed.)
47. Massive action: What is the one massive action you have been avoiding, and what would you do in the next 30 days if you stopped avoiding it?
48. Sales: Tell us about the last deal or partnership you almost lost. What did you say that won it back?
49. Average vs obsessed: Where in your business are you still being average, and what would obsessed look like there?