Most managements, if they ask the question "What is our business" at all, ask it when the company is in trouble. Of course, then it must be asked. To wait until a company is in trouble is irresponsible management. The question should be asked at the inception of a business - and particularly for a company that has ambitions to grow. Such a business better start with a clear entrepreneurial concept.
The most important time to as "What is our business" is when the company has been successful. Success always obsoletes the very behavior that achieved it. It always creates new realities. It always creates, above all, its own and different problems.
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