THE PURPOSE OF YOUR BUSINESS

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, some have particular ethnic or nutritional
styles, or 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 right to
your door.
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 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 clearly communicate it in every
message you send, your business is likely to grow.