"10. Everyone has access to the same consumers. What does the brand have access to that nobody else does?"
Alex Morris says that he is "just a clown looking for a circus." He publishes a great letter called STRAT_SCRAPS, which he describes as "curated (stolen) bits and pieces adjacent to advertising. Sometimes accompanied by an original thought. More frequently an opinion or complaint. Also, monsters. There will almost certainly be typos."
Recently he shared a Google Doc called /// 100 Questions ///. It's a list of 100 questions that anyone writing, designing or otherwise creating anything should ask. It's a great cheat sheet. Here's just a few question to re-set your brain:
" 51. What changes if you write it as a letter?
52. What are your hobbies?
53. What is your vision for the future
54. What choices are yours alone?
55. Imagine you’re an investigative journalist. How would you do your research?"