Clearly Define What Business You Are In

Written by Shawn Parr

Clearly defining your business seems like a fairly simple task and one that would answer itself as the business is built. But it’s not a simple task. Brands often build their businesses from a logo, a design thought, or an opportunity seized. Yet they’ve never really asked themselves what business they’re in.

“What business are we in?” should be the first question a brand asks itself — the one to start with, and the one to answer with careful thought. And the answer shouldn’t be the first thought that comes to mind, but rather a statement to be questioned, debated and pondered.

“What business are we in?” will lead a brand to understand the broader value it’s offering the world. It’s the fundamental question that informs others why the brand exists, while helping mold the brand’s vision and purpose.

When you can answer this question you’ll realize that you can unlock new value and potential for your business and your brand.

Shawn Parr is the Guvner and CEO of Bulldog Drummond, and Founder and CIO of YouSchool. He writes for FastCompany, PSFK and The Huffington Post and is a sought-after speaker. Connect with Shawn on Twitter or Linkedin.

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