The Leader’s Questionnaire

In my book, How the Best Leaders Lead, I ask a series of 61 questions that are vital to you and your business. Below, I have provided 3 of the 61 questions.

Please take a moment and answer these questions. You can answer them to yourself or even provide your answers as a “comment” on this post.

The best leaders are those who have a complete and intimate  understanding of every facet of their business and industry.  Leaders know everything about their own companies (its strengths and weaknesses, for example), their customers, their competition, and the business environment in which they operate.

Here are three questions that every leader should be able to answer. If you do not know the answer, or are unsure, it is important for you to find out as soon as  possible.  Without the answers to these questions, or with the wrong answers, you’ll make mistakes in marketing, sales, and business strategy that can be fatal to your business.

1. What business are you really in? What does your company actually do for your customer to improve his life or work?

Customers do not buys products or services; they buy improvement. They buy what you sell in anticipation of being better off in some way in the future. If this expected improvement is unclear or undesired, customers refrain from buying, or buy from someone else.

2. What is the mission of your company or firm? Your mission should be stated in terms of what you want to achieve, avoid or preserve for your customers.

  • Achieve?
  • Avoid?
  • Preserve?

A mission is something that can be clearly defined and can be accomplished. It contains both a measure and a method. It is always defined in terms of your customer. And the simpler it is, the easier it is for your people to understand it and get behind it. AT&T’s mission was “to install a telephone in every home and office in America.”

3. How do your customers talk about your company, think about your company, or describe your company to others? What words do they use?

This is referred to as your positioning in the hearts and minds of your existing and prospective customers. The words that people use when they think about your company, and your products and services, largely determine whether they buy or not.

The choice of these words cannot be left to chance. If you are not satisfied with the current answer to this question–with the words that customers are using today–then ask yourself what words you would want them to use. What could you do to create this perception?

Please leave a comment on this post and share it with your friends if you enjoyed it. Also, feel free to leave your answers to these questions below if you’d like.

My blog’s Leadership category:

“The only limit to our realization of tomorrow will be our doubts of today. Let us move forward with strong and active faith.” – Franklin Delano Roosevelt

Thanks for your continued support. I hope you all have a wonderful weekend!

About Brian Tracy — Brian is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian's goal is to help you achieve your personal and business goals faster and easier than you ever imagined. You can follow him on Google+, Twitter, Facebook, Pinterest, Linkedin and Youtube.

  • Stephen

    Thanks Brian, for remembering me and keeping me on my toes.

  • And I thought I was the seinslbe one. Thanks for setting me straight.

  • Thanks for the posting. The mission statement of the company am working for is good but we can not meet the demand of our customers as a result financial predicament and owners are not ready to find a solution. This has made the company to lose nearly all the customers and the resourceful staff. How I wish they listen to me; most of the insight of your posting would have brought a lasting solution to all these challenges. Thank you

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