Brand strategist Barbara Carneiro shares her four essential questions that help Christian organizations discover and articulate what makes them truly unique after 20 years working across 7 countries. Quick Answer: Start With Four Questions. Barbara has discovered that every Christian organization has something special but struggles to articulate it. Her solution: Four essential questions that force you to look both at yourself and your audience: What do you commit to do? What do you refuse to do? What is the greatest lie you silence? What is the greatest truth you want them to believe?