Understanding the Business You Are In

It divorces your marketing concepts from being product based, and moves the buyer’s decision in a subjective direction

Photo by Adeolu Eletu on Unsplash

I read an article on Forbes recently about understanding what business you are in. It’s a marketing question, a really important one. That question is:

What business are we in?

You can read the full article here:

Kodak Failed By Asking The Wrong Marketing Question

But why is “What business are we in?” such an important question?

It’s simple really, when you understand the root of what business you are in, what it is that you are really selling, then it doesn’t matter what the good or service actually is.

In many ways, this moves decisions from being concrete, based in fact, to hitting that right emotional tug on the heart strings, and a decision made on more abstract feeling, warm and fuzzy or otherwise.