The Business Is The Product

A business is born from an idea, an idea that something can be done better. The winning model of a business is one that fulfills the perceived needs of a specific segment of customers in an innovative way. Not all individuals who desire to own a business can achieve this goal. You see, being an entrepreneur is hard, and you can easily be sidetracked from your initial idea.


The odds are stacked against you; nine out of ten businesses won’t be around in 3 years time. There are a lot of factors to consider before you decide to become an entrepreneur. You have to look at things in a new way, from an entrepreneurial perspective:

  • How must the business model work?
  • How will the business model look to the customer?
  • How can you stand out from the crowd?

This is how it looks like from an entrepreneurial perspective:

  1. The entrepreneur sees the business in its entirety, before building the business. It is his vision of the future; he starts with a picture of a well-defined future, and changes the present to match that future.
  2. The entrepreneur sees the business as a system, a way of doing things that produces results for the customer, resulting in profits.
  3. To the entrepreneur, the customer is always an opportunity. If the customer has a problem, the rule is there should be a solution. Find it!

Remember that to the entrepreneur, the business is a system that allows him to fulfill the needs of the segment of customers. It is a system that will be operated by people with the lowest possible level of skill. It has to be a system that anyone can use with minimal training. It has to provide a uniformly, predictable service to the customer. The customer must receive the same level of excellent service every time. The objective from an entrepreneurial perspective has to be that the business model will provide consistent value your customers, employees, suppliers and lenders beyond what they expect to receive. Regardless of the business you are in, treat it as the product itself and you will build a successful brand.

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