Here are some fundamental questions about a business which are valuable to ask at various key moments in the business lifecycle:
What do we stand for?
What’s our function?
Who do we appeal to?
Who’s our target audience?
How do we present ourselves?
How do we differentiate ourselves?
How do we make ourselves look different and feel valuable to the people who encounter us?

I think these questions will keep the business grounded and adaptable, making sure it consistently offers a clear, differentiated, and valuable experience to its audience.