Whatever business you are in, you should have a definition of that. I don’t mean a vision or a mission type. Or some swanky terms like “your field of competence”. What I am referring to is something even simpler.
For
example, if you are in the beauty business – what is your definition of beauty?
If you are in the health care business – what is health to you? If you are in
the branding business – what is branding to you? If you are in the education
business, what is education to you? Something you and your people can understand and repeat to outsiders. So everyone can speak the same language, so
to speak.
If
you cannot even articulate what it means, how can you even expect others to
understand you?
What
does it mean?
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