1. IDENTITY (Copy)
2. VISION & VALUES (Copy)
3. AUDIENCE (Copy)
4. COMPETITION (Copy)
5. CREATION (Copy)
6. PITCH (Copy)
7. CHANNELS (Copy)
8. ASK (Copy)
9. ASSETS & ALLIES (Copy)
10. TIME (Copy)
11. COST (Copy)
12. RELATIONSHIPS (Copy)