Leaders

Strategic Alignment

Leaders on Purpose
Founder Questionnaire

Thoughtful answers here shape sharper strategy ahead. Set aside 25–30 minutes of uninterrupted time.

Part 1 of 14

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Before We Begin

Tell us who you are

Your Details

Full Name *

Email *

Organization

Part I

Foundation & Positioning

Complete this sentence in plain English — no jargon:
"We help ___ do ___ so they can ___." *

What is the single most important outcome a client gets from working with you? Not a feature — the result. *

What do you believe about leadership and business that most of your competitors don't — and wouldn't say publicly?

If Leaders on Purpose disappeared tomorrow, what would the world actually lose? Be specific.

Part II

Target Market & Buyer

Describe your single best client — the one you'd clone if you could. What is their role, company size, industry, and what were they struggling with before they found you? *

Who should you NOT work with? What type of leader or organization is a bad fit — and why?

What triggers someone to seek you out? What has just happened in their world? *

On a scale of 1–10, how price-sensitive is your ideal client?

1 2 3 4 5 6 7 8 9 10

Not at allExtremely

What are they currently spending on leadership development, networks, or consulting?

Part III

Business Model & Revenue

List every revenue stream you have today. Next to each, write: current annual revenue (approx.) and whether it's growing, flat, or declining. *

Q10

Which single revenue stream, if doubled, would have the biggest impact? *

Q11

What is your highest-priced offer today, and what does it include? What's the price point?

Q12

Where does revenue feel hardest to close — and why do you think that is?

Q13

What would it take to generate an additional $250K in the next 12 months? What's the most realistic path?

Part IV

Offer & Transformation

Q14

What is your flagship offer — the one thing you would sell if you could only sell one thing? Does it currently exist, or is it still being defined? *

Q15

Walk through the transformation arc: where is a client when they come to you, and where are they 90 days later? Be as concrete as possible. *

Q16

Why would someone pay for this NOW — not in six months? What makes it urgent?

Part V

Assets, IP & Unfair Advantage

Q17

You have a 10-year longitudinal leadership study. What are the 2–3 most surprising or counterintuitive findings? How is it being used commercially — if at all? *

Q18

You've mobilized $1.3B in impact capital. How does that actually happen — what is your specific role? Is this a service you sell, or a story you tell? *

Q19

What assets do you have that a competitor could NOT replicate in 12 months — network, data, brand, relationships, track record?

Part VI

Funding & Growth Strategy

Q20

Is Leaders on Purpose designed to be a lifestyle business, a scalable platform, or something in between? *

Lifestyle business Scalable platform Hybrid — elements of both Unsure — still figuring it out

What does the 5-year version look like?

Q21

Are you actively seeking external capital — investment, grants, strategic partnerships?

Yes, actively No Open to it

If yes, for what specifically?

Q22

What is the one constraint — if removed — that would unlock the most growth? *

Part VII

Website & Conversion

Q23

When the right person lands on your website, what is the ONE action you want them to take? *

Q24

What do people most often misunderstand about Leaders on Purpose after visiting your site or hearing your pitch?

Q25

Rate your current website on these three dimensions:

Clarity of who you serve

1 2 3 4 5 6 7 8 9 10

Very unclearCrystal clear

Clarity of what you offer

1 2 3 4 5 6 7 8 9 10

Very unclearCrystal clear

Strength of the call to action

1 2 3 4 5 6 7 8 9 10

Very weakVery strong

Part VIII

Focus & Risk

Q26

What are you currently doing that you know — if you're honest — you should stop or deprioritize?

Q27

What is the biggest internal obstacle to growth right now — misalignment between founders, resource constraints, unclear strategy, bandwidth?

Q28

What would have to be true for Leaders on Purpose to be worth 10× its current value in 5 years? *

🌐

Now entering Website Questions

Part IX

Pages

WS1

The following pages have been identified on the current site. Are they all correct? Should any be removed or renamed?

Unique design pages: Homepage · About Us · Leadership Coalitions · CEO Summits & Events (hub) · The Leadership Circle · Leadership Courses · The CEO Study · Newsroom · Newsletter / Subscribe · Contact · Privacy Policy
Shared event template: All individual summit & event pages (2018–2026)
Shared study template: Leading Through Uncertainty (2020) · Earlier CEO Studies
Shared courses template: Future-Ready Leadership Accelerator

WS2

Are any pages currently on the site missing from the list above?

WS3

Are there any new pages to add that do not currently exist on the site?

Part X

Colors & Visual Palette

WS4

What is the current primary brand color? A hex code is preferred — e.g. #004E99.

WS5

What is the current secondary / accent color? A hex code is preferred.

WS6

Should the existing color palette be kept as-is, or should it evolve for the redesign? *

Keep exactly — do not change any colors Minor tweak — same palette, applied more consistently Refresh the accent color but keep the primary Open to a new palette entirely Unsure — show mood boards first

WS7

What overall color mood should the redesigned site convey? *

Dark & premium — deep blue / black dominant, white text Light & clean — white dominant with blue accents Balanced — strong dark hero sections with light content areas Bold & contemporary — open to something unexpected Unsure — show options

Part XI

Fonts & Typography

WS8

Is there a specific font that is part of the brand? If yes, please name it.

WS9

Is a specific typographic style wanted for the new site? Describe the feeling — editorial, minimal, bold, classic, modern serif, etc.

Part XII

Photography, Imagery & Video

WS10

What photography and video assets are currently available? Are those all available on the current site, or will new assets be provided, or a mix of both?

Part XIII

Brand Assets & Logo

WS11

Which logo formats are currently available? Please check all that apply — and send all available logo files.

SVG (vector — ideal for web) AI or EPS (vector — for design use) PNG with transparent background PNG on white or dark background only JPEG only Logo needs to be recreated from scratch

Are there any existing brand guidelines or additional brand assets available beyond the logo? Please send any available.

Part XIV

Tickets & Course Applications

WS12

The current summit ticket purchase flow has three steps: (1) General information, (2) Leadership priorities, short bio & headshot, (3) Payment — Individual GBP 1,500 / USD 1,400 or Premium GBP 3,500 / USD 4,800, with automatic refund if not approved. Should this remain the same on the new site? *

Keep the same structure — two tiers, on-site purchase, sponsorship by email Keep the structure but improve the purchase flow Add additional attendee detail fields at checkout Changes needed — see notes below

Any additional notes or changes for ticketing?

WS13

The current Leadership Circle application collects personal info and four written questions, then immediately directs the applicant to set up a recurring monthly payment (GBP 1,500 / USD 2,000) to secure their place — with a full refund if not accepted. Should this remain the same? *

Keep the same flow — application form + immediate payment to secure place Changes needed — see notes below

Any additional notes or changes for the Leadership Circle application?

WS14

Any additional notes, requests, or things we should know before starting the website redesign?

Thank You

Your responses have been recorded. We'll review them carefully and follow up within 48 hours.

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Leaders on PurposeFounder Questionnaire

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Leaders on Purpose
Founder Questionnaire