The four questions you must answer with every project

  1. What is it for? Figure out what it is about and what it does. (Overlook this point at your peril.)
  2. Who is it for? Nothing is for everybody. You have to know exactly who you want to have an impact on. Be specific.
  3. Why would they trust you? First you need attention. Then trust kicks in. Your idea and execution can be terrific, but without trust it won’t take off.
  4. How are they going to talk about it? Find ten people. If they love it, they will tell about it to ten friends. What would they tell them? If this doesn’t happen, you have to start over.