☛ Why should your brand want to save the world? (And how do you define the world for the purposes of your brand anyway?)

☛ What are you fighting, and how entrenched is it?

☛ Where’s the connection between what you aspire to achieve and what your brand does (and therefore, what mandate, if any, do you have?)

☛ What exactly do you wish to see happen?

☛ Who will join you in the bid to make it happen?

☛ Who will refuse to trust you – and why?

☛ What’s the likely reaction overall – and how prepared are you for that?

☛ What will you do if you don’t get that reaction?

☛ Do your current behaviors fit with what you’re looking to achieve?

☛ Does your history align with your intentions? What have you said/done in the past to prove you’re sincere?

☛ How are you going to make this happen? – through whom? With what? Over what period of time?

☛ What are you doing alongside this via your CSR or business strategies to complement your stance?

☛ What are you not doing via your CSR or business strategies that could lead people to believe you’re not sincere?

☛ What other brands are also advocating for change in this space?

☛ Why are your actions different – and therefore what part of the conversation can you own?

☛ How motivated are your consumers to see this change?

☛ Where are your people in all of this? What does your (new) purpose do for them that you haven’t been able to do before?

☛ Where’s this going? – how will your brand emerge stronger for pursuing this?

☛ Where’s the proof that you’ve made or will make a difference? (And will that proof stand up to scrutiny?)

☛ How and when will you judge success? What’s your end point? And then what will you do?