The first is a survey from A List Apart and is made for those who make websites.
The second is from Seth Godin, a self-marketing (self-styled) guru:
Who are you trying to please?
What are you promising?
How much money are you trying to make?
How much freedom are you willing to trade for opportunity?
What are you trying to change?
What do you want people to say about you?
Do we care about you?
(and after each answer, ask 'why?')
Enjoy the questions, but most of all, the answers!