I go through this exercise with every client. Sometimes it takes days or weeks to arrive at the answers to the questions below. Getting these right, and then staying within the bounds of the answers given will be the key to long term success.

1. In one sentence, what does your business do?

2. In one sentence, who is your ideal customer?

3. What does your business do in an extra-special way to please your ideal customer? (Think “just for them”)

4. In one sentence, what makes your business different from your competition?

If you can complete this exercise and stay within the guidelines your answers provide, you will see measurable business improvement in 2012.

Chris Reich