Typically, that’s not common in businesses. Consider how often you meet someone who tells you what they do and you’re still clueless about what they do and whether you (or someone you know) might benefit from their services.
A business is in one of 4 ‘Clarity Categories’ based on the mission and market it serves.
ZORBA — this firm is completely unclear about what it does and who might care. When Zorba The Greek’s new boss asked, “What do you do, Zorba?” Zorba replied, “Hey Boss Man I have 2 hands and 2 feet. They do whatever they like. Who am I to choose?”. Unfortunately, a ‘Zorba’ business is a muddled business and suffers because of it. (Hope you don’t see yourself in this cataegory!)
MISSIONARY — this firm has ‘seen the light’ and is really clear about why it exists — it’s mission is well defined. Problem is, the firm’s leaders haven’t identified the groups of people who would most likely understand, value and embrace the firm’s mission or ‘beneficial difference’. A ‘Missionary’ business feels good about why it exists but without clarity on the market segments it can serve profitably, it hurts financially.
Tomorrow . . . we’ll touch on the remaining two: the Mercenary and the Marketeer
Clarity in your MISSION and MARKET . . . is a beautiful thing