Hey Challey, I’m glad the exercise has been helpful.

First, sorry for the confusion, but yes, the idea is for the link to be to the same document – it’s just a second opportunity for people who first missed the link to use it.

Second, throughout this exercise, you should be thinking about what you want the brand to represent (most likely not exactly where you are today). I recommend against being too aspirational (as in what the brand should represent in 5 years, or matching against vision instead of actual brand), since this work is only expected to support the brand in the short term (0–4 years).

Writing about time, fatherhood, leadership and the making of software. VP Product and Design at Metabase.

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