Business Definition

We have been using the question “What is your business” in our strategy workshops. We have been feeling that this is a very important question to be answered before we make strategy. But many times we have experienced that our clients wish to hurry to look for ways to improve their current operations than spend some time reflecting on this question and answering it genuinely. We feel in our heart that this is an important question to be answered before we renew the strategy. When clients show hurriedness in looking for ways to generate profits, we mercilessly try to bring them back to this question and do not allow taking forward our interaction to other business issues. Of course, our client seemingly feels irritated and sometimes we doubt ourselves having obsessed with this question.

But we feel now consoled when we read the breakthrough article by Theodore Levitt “Marketing Myopia” (1960). The main theme of this article was the question we ask our clients. The question introduced by Theodore Levitt was ‘What business are you really in?’. He says in the article those who define their business incorrectly are bound to stagnate in the market until they correct it. Also he suggests in the article a shift from product orientation to customer orientation will determine the winning position.

We feel encouraged that we belong to the school of this great thought leader. The importance of our question”what is your business?” is strengthened in our scheme.