Core Hypothesis

Mantra

One liner

Why it should exist

Frameworks / strategic lens

Tactics & Modes / the how & creative face

The senses to explore

Why It Matters / primary problem

My People

What I Make

TOV

Positioning Statement & Value Prop

Founding Beliefs

Values / root-level beliefs

Principles / operating rules

Purpose

Mission

The Vision

Persona My inner kid / Chief Minister of Mischief