BRAND CLARITY: Refine your business model

by Anne M. Berg

Business-model innovation is on the rise. Why? A lifeless economy, a flat world, and a tech evolution are all contributing to business and brand reinvention. A business model defines how a company operates and creates value in the marketplace. Here are some critical questions to start your dialog:

• FOCUS: What are we most passionate about? What can we do better than our competitors? What drives our profitability?
• CREATE: Who is our customer and what do they value? How can we deliver that value? Do we consistently create value and earn loyalty?
• INTEGRATE: Are we building a platform approach to our offerings (integrated products, services, experiences, and technologies)? Do we establish strong barriers to entry?
• DISRUPT: Do we have an internal process to challenge assumptions and disrupt current thinking?

Strengthen your business model and establish a compelling marketplace advantage – one that will sustain a continuous cycle of advancement over time.