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Ember - Interview Form
A structured form to capture key insights and pain points from strategic interviews, designed for easy export to Google Sheets.
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Name
Company Name
Can you tell me about your company in a few sentences?
Where are you today in terms of revenue, team size, and stage?
 Where do you want to be in 24 months?
What’s slowing you down from getting there faster? (Primary Constraint)
What decision has cost you the most in the past 12 months?
How much did that decision cost financially? (Approximate Value)
How much time did it cost? (e.g., in months or hours)
How much mental energy did it drain? (Rating)
Minimal Drain
Severe Drain
Clear selection
What worries you most about your business right now? (Single Biggest Worry)
Clarity & Decision Structure: How clear is your strategy today?
Very Unclear (1)
Perfectly Clear (10)
Clear selection
Do you have a structured system… or a collection of separate documents and tools?
Clear selection
When you make an important decision, do you follow a process or rely mostly on instinct?
Clear selection
Lead Generation & Pipeline - Current Reality: Where do your leads currently come from? (Top 3 channels)
Current Reality: Is your pipeline predictable or inconsistent?
Clear selection
If I asked you your exact pipeline value right now, could you tell me?
Clear selection
What’s your biggest issue in lead generation? (Select all that apply)
Walk me through your process from lead to close.
Where does the process usually break down?
What CRM are you using? And realistically, how up-to-date is it?
5. Visibility, Authority & Positioning: Do you feel perceived as an authority in your market?
Clear selection
If not, why do you think that is?
Which platforms do you currently post content on? (Select all that apply)
Does your content currently generate?
What’s the hardest part about content for you? (Select all that apply)
Do you have a clear thesis or strong point of view about your market?
Clear selection
6. AI & Current Tools: How often do you use ChatGPT or AI for your business?
What does AI/ChatGPT do well for you? (e.g., idea generation, drafting)
What does AI/ChatGPT not do well for you?
What other strategic tools do you rely on?
What frustrates you about those tools?
Where are the bottlenecks in your company?
If you gained back 10 hours per week, how would you use them?
What is slowing down your growth the most right now?
Do you prefer tools that are simple and fast, or powerful and structured?
Clear selection
Imagining a platform that structures your strategy, connects your pitch/narrative, and clarifies your pipeline, what would make you skeptical?
What would instantly build trust for you?
At what monthly price does this hypothetical platform become a no-brainer?
At what monthly price does it become too expensive?
9. Closing: If you had to summarize your biggest business challenge in one sentence, what would it be?
9. Closing: Who else should I speak with? (Referrals)
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