This document discusses 3 key things to consider when evaluating your business: 1) Reflect on how your current situation makes you feel and have a clear direction, 2) Assess your position and determine if there are any deficiencies, and 3) Fully understand your customers including how well you know them, how many there are, where they are located, and if you are a friend or stalker to them. It also lists 3 questions to reflect on regarding your offer: why should people trust you, believe you, and care.