Clarity Of Purpose
July 15th, 2009
by Philip E. Humbert
People often stumble over the question of their “purpose” in life, but in business there can be no question. There is absolutely no room for confusion on this issue. The purpose of any business is precisely this: to serve a well-satisfied customer.
Sure, you want to serve your customer and make a profit. Of course, you want to serve your customer in ways that are convenient, satisfying and (obviously) legal and moral. But the bottom line is always the same, to serve a customer.
So the first and primary question for any business is: What exactly do you do FOR your customers?
Some restaurants provide meals that are fast or inexpensive, that have particular ethnic or nutritional styles, or that are conveniently located. No restaurant can be all things to all people, but every restaurant has one main purpose. McDonald’s provides predictability and speed. The Four Seasons provides elegance and memories. Ruth’s Chris provides fancy steaks. Dominoes provides pizza and delivers it in 30 minutes or less.
Recently in North America, we can see this is the cell phone industry. AT&T emphasizes “more bars” and fewer dropped calls. That’s how they intend to serve their customers and distinguish themselves from the competition. Verizon, on the other hand, has emphasized their “network” and service.
Your business has only one primary purpose. When you are clear about that, and communicate it in every message you send, your business is likely to grow.
