Cornerstone Bank is a mid-size regional bank operating across 12 states in the southeastern US with $18B in assets under management. The bank has historically focused on retail banking and mortgage lending, but net interest margin has compressed significantly over the past three years as competition for deposits has intensified. The CEO has engaged PwC to develop a growth strategy that reduces the bank's reliance on interest income and builds more durable revenue streams.

The CEO and CFO are in the room. Before reviewing any data, how would you structure the question of how Cornerstone Bank should grow and diversify its revenue base?