This tool is designed to help you define your business's "ikigai" or reason for being. Ikigai is a Japanese tool for understanding your personal purpose. We have adapted it for startups who need to clarify this to build belief in their vision.

You will define:

• What you believe in

• What you are better at than anyone else

• What people in the world need

• What people will pay you for

Then you'll define your brand promise and only-ness.