When it helps to consider what could be around the corner or coming out of left-field, there is one question you will want to ask. Read on for what it is—and what to do next.

If your team is about to create a new brand or reinvent your existing one, embrace thinking about your competition as well as your own company. It’s not about basing your future direction on theirs. But factoring them in may sharpen your strategy.

It’s rare to get it right straight out of the gate. So it’s risky to take your freshly born brand, messaging, product or platform and present it to your most important customers. Here’s how to protect your revenue stream while finessing your work.