Find out what business you’re in. Start by writing down what business you thought you were in. Below it, write down all the services you provide people by being in the business you thought you were in (make sure to focus on the moments in your professional experience you’ve enjoyed the most). Finally, make a list of the emotional benefits you provide to your customers.
Is it possible, as you look at all of these things, that you’ll see you’re actually in a much more potentially interesting business (or businesses) than you originally thought? Does this new perspective on what you actually provide have implications for the things you do and make? How can you use this new perspective to design a new offering for your customers?
