Companies often fail to address the tough questions about strategy and execution: Are we really clear, as a leadership team, about how we choose to create value in the marketplace? Can we articulate the few things the organization needs to do better than anyone else in order to deliver on that value proposition? Are we investing in those areas, and do they fit with most of the products and services we sell?

In our experience, one of the biggest challenges in business today is that way too few companies are asking or answering these fundamental questions. Try these 21 questions and share them with your team to see if everyone is on the same page.