A business is in one of 4 ‘Clarity Categories’ based on the mission and market it serves.
MERCENARY — this firm is focused entirely on providing its customers with anything they want but at the expense of what matters to the firm’s owners. Mercenary firms are ike the character whose coat reveals pens on one side while revealing watches on the other. These firms do very well financially but they fail to fulfill the owners personal sense of purpose.
MARKETEER — this firm perfectly aligns both its mission and market. It first finds and honors its mission and then finds the market that finds its mission attractive and affordable. In the end, this is what we all aspire to be in our business . . . personally fulfilled in what we do and financially profitable for doing it, too.
Balancing your MISSION and MARKET . . . builds your business value