I started by considering the team, the technology we had currently built, and the company. I asked the engineering team where their pain points were. I asked several executives in various areas where they expected growth to come from in the future. Then, I asked myself several questions. I considered where the scaling challenges were now, and where they might be in the future. I examined the engineering team and found its productivity bottlenecks. I studied the technology landscape and wondered how it might change in the near future, especially as it pertained to personalization and mobile development.