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 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 delivers pizza in 30
minutes or less.
Recently in North America, we can see this in the cell phone
industry. AT&T emphasizes "more bars" and fewer dropped
calls. That’s how they serve their customers and set
themselves apart from other providers. 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, and your profits, will grow.
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