Finish this sentence. "We'll know Open has won when..."

A real vision is specific and slightly uncomfortable to say out loud. "When we're the biggest" doesn't count.

What is Open built to make irrelevant?

Pick one — or write your own in the box below. What broken norm is Open here to end?

Part 2 of 7 — Internal Perception

How well does Open's current brand actually reflect what this company is?

Not how customers see it. How YOU feel when you look at it. Does it represent the team, the ambition, the results?

How is Open perceived externally right now — versus how it should be?

Two boxes. Be blunt about the gap. This is the most important diagnostic question in the survey — both boxes need an answer.

A prospect Googles Open before a sales call. How does that make you feel?

Pick the one that's most honest — not what you wish were true.

If five people at Open described the brand right now — how consistent would the answers be?

Think about the last time brand or marketing came up in a team conversation. How aligned did people seem?

Your three words for Open's brand today:

Part 3 of 7 — Values & Personality

What does Open actually give people — beyond the product features?

This is about the emotional outcome — not the feature list. What do customers feel when Open is working?

What would Open never do — even if it was commercially smart?

Pick all that apply. These become the brand's red lines — the things that define character under pressure. Select at least one.

Which words best describe Open's personality?

Pick 3–5 that feel most true. Go with your gut.

What does Open do as a company — not as a product — that you've never seen anywhere else?

The thing that if someone tried to change it, you'd push back hard. What makes this place different from every other startup you've seen?

Part 4 of 7 — Voice & Communication

How should Open talk to customers? Pick the relationship that feels right.

Not how it currently talks — how it should. The relationship dynamic shapes every sentence we write.

Which of these would you never want to see in Open's marketing?

Pick everything that feels wrong. These define the edges — what we'd reject even if a client or agency pushed for it. Select at least one.

Part 5 of 7 — Visual Language

Which of these brand visuals feels most like where Open should belong? Select up to 3.

Gut reaction only — don't overthink it. Pick what pulls you.

If Open made merch — what would you actually want to wear?

Pick the style you'd be proud to put on. One answer.

All-black tonal teeQuiet, confident, no explanation needed

Illustrated back-print teeCharacter, story, personality on your back

Oversized graphic teeBold type, statement energy

Subtle chest logo teeClean, understated, insider feel

Back-print slogan teeFun, loud, made for weekends

Part 6 of 7 — Brand Promise & Advocacy

What does Open promise every customer — and can always keep?

Not an aspiration. A commitment. Specific and defensible only — something you could verify with data if asked.

"Any AI support tool can automate tickets. Only Open can..."

Write exactly what comes to mind first. Don't polish it — the unfiltered version is more useful than the perfect one.

Have you ever posted about Open on LinkedIn or social media?

Be honest — this isn't about what you should have done. It tells us where the advocacy gap actually is.

What gets in the way of posting about Open? Pick all that apply.

Every item you select shapes what we need to fix or provide before asking the team to advocate publicly. Select at least one.

What would make you genuinely want to post about Open — without being asked?

A milestone, a piece of content, a customer story, a product moment — what would tip you from passive to active?

Part 7 of 7 — Aspiration & Final Questions

Which company has the brand position you want Open to have — and why specifically?

Not "we want to be like Apple." What specifically did they do? Name the move — the campaign, the positioning decision, the narrative shift.

If Open were a publication — which one would it be?

Gut reaction — first instinct. This tells us about brand personality without asking directly.

What brand outcome would feel like failure — even if the product succeeds?

Pick the outcome that would genuinely sting — the version of success that wouldn't feel like success.

What's the one thing you'd want every enterprise buyer to already believe before they see anything from Open?

The single belief that makes every sales conversation easier. If they walked in already convinced of this, the rest would follow.