What business are you in?

This was one of the key questions of leaders asked by management guru Peter Drucker.

It’s such a great, thoughtful question.

Typically this was answered by saying, ‘we are in the service business,’ for example.

But today I believe every leader should be answering this:

We are in the awesome business.

Here’s why.

It’s my awesome logic.

– Everything is moving to mobile.

– Apple dominates the mobile experience.

– The experience of using their brand and ecosystem is awesome.

– Therefore everyone is in the awesome business.

It’s the new customer or consumer expectation.


Think about this.

If this is true then you compete against other awesome brands and businesses regardless of category or industry.

It means that you have to evaluate your own brand and business against a new standard.

The awesome benchmark.

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