What Business Are You Actually In?

I awoke one morning extra early with a sudden thought. The previous evening, I'd been doing some strategic analysis for one of the startups we are launching. I know it sounds strange, but many entrepreneurs can confirm this: when you’re obsessed with an idea, you can allow your subconscious do some thinking while sleeping.

Just as I woke up, I asked myself this simple question: “Damir, what business are you in?”

For this particular startup, I'd been thinking of it as a technology business. But...