An essential step in deciding the nature of your business is a systematic analysis and combination of the key words that describe existing products, services, markets, functions, marketing, and technologies. Are they still viable? Will they remain viable? What can be connected to produce a new idea? Think of your business as a pot with two handles. One handle represents the nature of your business today, the other represents what your business will be in the future. To hold the pot steady, you have to grasp both handles by asking: “What is the nature of my business?” and “What should my
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