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?

I love a good worksheet. They help make complicated processes clear and bring all your ideas together in one place, where you can actually see what you’re working with. That kind of clarity is especially important when you’re building a new message or trying to strengthen an existing one.