# Back to Fundamentals

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At the core of it, while there are differences between Web2 and Web3 companies, certain business fundamentals still need to hold. Before even executing your NFT project (or as an added reflection if you already have), you want to ensure you answer the following questions and let your strategy and tactics flow from the answers.

1. **The Vision**: Why?
   1. *Why* are you working on this? What fuels you and your team to keep going when times get rough?
   2. What are you working towards? What’s the end outcome?
   3. What steps are necessary to achieve this vision? Is it *really* launching an NFT project?
2. **Target Audience:** Who (is this for)?
   1. Who do you want to attract?
   2. What vibes do they want and how can you create those vibes in your early community?
   3. What are your target audience’s motivations?
   4. What “collector persona” do they fall under (below)?
   5. Where are they hanging around? (Market there)
   6. Are they crypto-native or newcomers? (Cater your design, language, and tactics dependent on this question)
3. **The Project Itself:** What?
   1. What are some similar projects to yours? (Consider partnering with them or finding your target persona there)
   2. What makes your project different and unique? (Be honest with yourself on this)
   3. What type of project do you have? (e.g. Profile picture, art, utility — your strategy will be different dependent on this)
4. **The Team:** Who (are you)?
   1. Who’s on your team today? What are the unique advantages within your team that you should leverage? (Connections, clout, tech expertise, etc.)
   2. Who’s *not* on your team today that you need?

The “how” of your strategy should trickle out from these questions. The content below should help you craft that strategy and give you principles in decision making as you go.

Without further ado... let’s get to it. 👇
