Let's start with the basics.

Describe your product or service in the simplest way possible.

One sentence a 12-year-old would understand.

Now explain it in technical detail.

How it works, the technology behind it, what makes it different under the hood. Type it or record a voice note.

Why did you start this company?

Tell us the story, including the hard moments.

What do you enjoy most about your work?

Describe your ideal client as a company.

Industry, size (team and revenue), funding stage, location, what they sell and to whom.

Now describe the person who decides to buy.

Job title, age, background, what they care about, what their day looks like, what keeps them up at night.

Who else is involved in the decision?

Who influences the buyer, who can block the deal, who signs.

At what stage are they when they first come to you?

What are their biggest frustrations right now?

What have they already tried that didn't work?

What triggers them to start looking for a solution like yours?

Where do your clients come from today?

Referrals, outbound, LinkedIn, events and trade shows, partners, inbound from your website, ads. Which one brings the most, and which brings the best clients?

Your sales numbers.

Best estimates are fine.

What is a client worth to you?

Best estimates are fine.

What do you do for marketing today, and who runs it?

In-house team, agency, the founder alone. Roughly how much you spend per month.

Walk us through your sales process, from first contact to signed contract.

Where content could help the most: getting found, building trust, or closing.

What is the ultimate result they get by working with you?

Beyond revenue, what do they really want?

What are your clients missing?

A capability, a system, a piece of knowledge.

Why can't they solve it alone or with a generic solution?

What happens to their business if they never fix it?

What do you do differently from every competitor, and what do you do better than anyone?

Do you have a proprietary process, technology or methodology?

What core belief drives how you work?

What is the strongest result a client has achieved with you?

Numbers, before and after.

Case studies, testimonials, awards or partners you can name publicly.

What does a client get when they buy, and when do they see results?

How does your price compare to the alternatives, and what's the ROI?

Who is NOT a good fit for you, and why?

What do prospects question or push back on most before saying yes?

Where do deals usually stall, and what do people say to delay?

Your mission in one sentence.

Why you exist, how you work, what you do.

What should clients feel when they deal with your brand?

What about your work is most often misunderstood?

Do you already have a YouTube channel?

Link, roughly how many subscribers, how often you post. Write "No" if you don't.

Have you done YouTube or video content before? What worked and what didn't?

Which other platforms do you use today?

LinkedIn, Instagram, podcast, newsletter…

Three companies or channels whose content you like, and why.

Brands with strong positioning on YouTube or other platforms, competitors included. Anyone whose communication you'd like to be close to.

How comfortable are you on camera?

What should YouTube do for you in the next 12 months?

Clients, fundraising, hiring, authority in your category.

What is your goal for the first 6 months?

How much time per month can you realistically give to content?

Usually between 2 and 6 hours a month, depending on how comfortable you are on camera.

Upload anything that helps us understand your product and company.

Pitch deck, product docs, one-pagers, case studies, presentations, existing videos, logo, fonts, brand colors. Anything you think we should know.

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