If you are an owner manager who has started a business built around a personal passion or moral crusade, you have probably grown your customer base because they buy into and share your beliefs.

If, however, you are at the stage of reviewing what your company’s higher purpose can or should be, you will need to think first about what’s important to your customers.

These questions will help you to more closely examine what your customers care deeply about and how you can potentially make a difference in that area.