Three years ago, when I was mired in the midst of not-writing my last book, I asked my friend Ann Handley for advice. After all, she wrote a book called Everybody Writes.

If you’re trying to figure out the best place to start or anchor your message of change, the answer is always, “start with the question you exist to answer.”

When you’ve got a big change to make—in your organization, in the market, in the world—one question comes up over and over again: Where should you start?

It’s new worksheet time! I love me a good worksheet, don’t you? They can make a complicated process clear or get all your ideas together where you can see them—both of which are particularly important when you’re designing a new message or building a new idea.