What business are you really in?
You will have heard me talk about my client in Taranaki who took up the challenge to answer the question “What business am I really in”. Dick owned an earthmoving company and after talking to his customers he realised that he was not in the business of earth moving, he was in the business of creating profitable, sustainable land for his farming customers.
Its very simple. You are not in the business of selling a product or service, you are in the business of solving a problem, selling a feeling, a desired state, an outcome
It is surprising the number of business founders who are unsure what business they are really in, even though they work in that business every day
🕵️ You always define your business from the point of view of your customer
🕵️ You always define your business in terms of what your product or services will do for your customer
🕵️ What effect does your product or service have in the lives and work of your customers
🕵️ What are the specific benefits that your customers enjoy from using your product or service?
🕵️ How do you improve the lives and work of your customers with what you do with your Products and services?
Technology may change, competitors may come and go, but when it comes down to it, the business you are really in should stay constant
Your Mission Should You Choose To Accept It Is To.
Describe your business without mentioning your product, company, or service by defining what you do rather than who you are.
Get this right and it will change the way your market your company, will change the way you talk about your business and it will allow you to grow your business faster, make more money and ultimately serve more people