"What does the client do (and can they say it concisely)?
What doesn't the client do, or do well (especially in respect to competitors)?
What differentiates the client from their competitors?
You need a client to sell you on their product, but you also need to identify their shortcomings, which are key for seeing how to position a client. For example, finding out that your client has higher prices and more fragile products, but better warranties and customer service, might lead to different design decisions. Looking at what they don't do also focuses the brainstorming work later on."