Describe what is the need ?

Describe who is harmed?

What are the causes?

What is the evidence? Also who can you interview? What can you find out? What experiment can you run?

What is The Big Idea? What is the value proposition?

What is the mechanism of beneficial change?

What are the Key metrics?

Key supporters? Segments?

Key foes?​

What is the user experience?

Who Has to Do What To Make It Happen?

Key partners to execute? Key partners to help others evaluate your value proposition?

What are the precipitating events?

Who else is in the field?

What's wrong? Missing? Not working?

Physical, human and intellectual resources?

Next steps? Pilots?

Cost Structure? Financial Sustainability? Revenue Streams?

How might this go wrong? How might the problem evolve? What are the legal, cultural and other impediments?

How will I promote adoption?