Typically, this will come from the CEO. This should be general, but help to focus the rest of the brainstorming. E.g. Is there something in particular we need to focus on if we want to do a funding round? Is there something that’s blocking us from growing?
It can be helpful here to also include information about the overall state of the business so that your team has a bit of background before going into brainstorming (e.g. stats on acquisition, adoption, activation, retention, revenue).
Given the company strategy + our current metrics, is there anything we want to change?