Defining Excellence: The Discipline of Company Definition

A business exists for only one reason-to deliver value to its customers. Therefore, a company should be defined by its customers, not by its products or services. Company definition impacts how you think about your company-how you perceive your markets, your customers and new opportunities for growth. This concise book delves into why company definition matters, how to appreciate your company’s knowledge space and putting the customer at the center of the enterprise. Company definition impacts every corporate communication. Clarity is not optional.

The book presents 16 rules to construct a first-rate company definition. It uses numerous examples to illustrate key points and includes invaluable tips for crafting a powerful definition.

Company definition also underpins a firm’s strategy for growth. The second half of the book examines the growth imperative, the nature of opportunity and enemies of opportunity. It explores business models of the future including platforms and ecosystems. Recalibrating your company definition is an excellent way to open the door to new growth opportunities.