Incentives to spend - answers the questions: What can I spend the token on (purchases, fees, etc.)? Why do I use the token instead of something else? Additionally, how is the price denominated - is it in tokens or in another currency? Is the token the only payment method available?

Incentives to hold - justifies why would anyone want to keep the token in their wallet (and be exposed to currency risk) instead of just buying the token only when they need it. This might include benefits for staking/holding, governance participation, rewards, etc.

Incentives to use - covers the deeper integration of the token into the platform. The actions we want to incentivize on the platform (e.g. trading, commenting, voting, validating) and the rewards those actions.

Incentives to use - Penalties can be as simple as reducing rewards for a user who unstakes their tokens early, or as complicated as identifying and penalizing a validator for producing a fraudulent block on a layer 1 chain.

Value drivers - buybacks, burning, APY, token demand - there are multiple options in helping the token retain its value.

Sustainability drivers - How do we ensure that our protect does not run out of tokens for incentives? How are we sure that those incentives are sufficient and at the same time not cause unpredictable selling pressure?

Still not sure which direction to take?