“What Are We Not?”
This is really a subset of questions one and two, but it is so powerful it deserves separate attention. (For companies with a single product or highly focused offering, the question “What are we not?” poses no difficulty and you can quickly move on.)
As an enterprise expands and becomes more complex, this issue becomes one of crucial strategic importance. Rapid success often blinds owners and leads them into areas where they have no business to be.
When you answer this question, you needn’t list all the obvious things you are not. If you are a dental technology company, of course you are not a mortgage broker. The point is to list the possibilities you might be kidding yourself about. This takes some attention to subtleties. ...
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