Welcome to the fourth edition of this newsletter! A warm thanks to all who have subscribed and commented, and a hearty welcome to those new readers.

One of the first things I learned when I went to school for journalism was the importance of asking open-ended questions (i.e.: questions that can’t be answered with a “yes” or a “no.”).

And, when uncertain of which questions to ask, the 5 W’s and an H (Who, What, Where, When, Why, How) framework were a great leaping off point.

Having those prompts in my back pocket has helped me innumerous times when interviewing sources for news stories, but it also assisted in other roles.

As a teacher, it would start a dialogue and encourage students to participate in class.

As a sales executive, it would get the prospect talking about their biggest pain points and simultaneously consider the solutions we were offering.

In fact, as a coach, it’s also a very similar strategy.

Lately, I’ve been playing coach to myself to figure out next steps to building my brand. Here are some questions I’ve asked (which you might be considering, as well):

• Who do I most want to serve? Who can I most relate to? Who can help me find them? Who do I want to avoid? Who else do I know that has succeeded in a similar role?

• What is my purpose-driven passion? What is it that I most want to pursue? What itch am I scratching for myself as well as others? What makes me uniquely qualified to do so?

• When will I be ready to market something else? When should I expect to see results? When do I pivot? When do I cut ties altogether?

• Where do I find my audience? Where can I find the right resources or guides to help me reach them? Where are there untapped opportunities to explore?

• Why is this the right decision to make? Why is this a priority? Why might it not work? Why would I continue along this path?

• How do I get to where I want to go? How do I manage until I get there? How am I effectively serving others? How can I successfully convey this in my marketing?

By answering these questions and more, we gain more clarity, intention, and certainty. We reduce the chances of wandering aimlessly with no apparent strategy or purpose.

Next time you find yourself in a fork-in-the-road moment, revert back to the 5 W’s & H and see what happens. And why. And how you got there. And… well, you get the point…

Random Top 5:With the most glutenous U.S. holiday fast approaching, this week’s list are the top side dishes I’m most grateful for on that day:

Top 5 Thanksgiving Side Dishes:

• Green Bean Casserole: It has it all. Crispy, creamy, crunchy. And it alleviates some holiday guilt, since I’m eating my share of veggies!

• Stove Top Stuffing: Yes, it’s basic, yet the cakelike croutons mixed with the bits of celery gives me feelings of delicious nostalgia every time.

• Cranberry Sauce: A hit or miss dish, but something about how that sweetness and gelatinous texture pairs so well with the turkey.

• Pumpkin Pie: But it needs to be freshly made. With a graham cracker crust. Preferably a la mode.

• Mac and Cheese: You can have your mashed potatoes. If I’m overloading on carbs, I’d rather lean into this, especially if it includes gruyere and a crispy finish.