What Business Are We Really In?

From What Great Brands Do:  Asking “What business are we really in?” drives the development of innovations that break boundaries while maintaining critical emotional ties to consumers.

V15 what business

For example, the folks at Uber bill the company as a “transportation network” and they talk about evolving the way people move.  The company mission:  Transportation as reliable as running water, everywhere, for everyone.

It’s clear they’re thinking beyond simply matching drivers and riders.  This broader view of Uber’s mission and business scope keeps them committed to making positive social impact and fuels their innovation.  It also excites employees and customers.

So think big, adopt a bold vision, choose to be great!

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