Find exactly where your brand story has stopped keeping up with your business.

Does a cold visitor know who you work with and what changes for them, within 10 seconds of landing on your site?

Not what you do. Who it's for and what they leave with. If you'd need to explain it, score this low.

Would new work still come in at the same rate if your three best referrers stopped sending people your way?

Referral businesses are strong until they aren't. If the answer is no, the brand isn't doing the work. The relationships are.

Do you know exactly why the last pitch that should have worked didn't?

Not "they went with someone cheaper" or "the timing wasn't right." The actual reason the decision went the other way. If you don't know, that's the answer.

Is there a competitor outgrowing you, and do you know exactly why?

Not "they have a bigger team" or "they spend more on ads." The specific thing working for them that isn't working for you.

Would your three best team members describe what the business does, and who it's for, in roughly the same words?

Ask them separately. If the answers differ, the story isn't clear internally. It can't be clear externally if it isn't.

Does the proposal or pitch you use today accurately reflect the business as it actually is now?

Not where it was two years ago. The clients you work with now, the problems you solve, the quality of what you deliver. The pitch is usually the last thing updated and the first thing a new prospect judges you by.

Is your content attracting people who buy from you, or people who just find it interesting?

Those are different audiences. Interesting content builds a following. Positioned content builds a pipeline. Engagement without enquiries means the content is pointed at the wrong person.

Are you winning work at your full rate, or discounting more often than you should be?

Price resistance is rarely about price. If buyers can't see clearly why you cost what you cost, they push back on the number.

Can you name one thing about how you work that no competitor in your market would credibly claim?

Not "we really care" or "we go the extra mile." Something specific about how you actually operate.

Does your website, LinkedIn, and proposal reflect the business you actually run today?

Not the one you started with. The clients you work with now, the problems you solve, the quality of what you deliver. If it doesn't, the gap is doing damage.