Nike started out selling athletic shoes but figured out early on that its real business was addressing active-lifestyle needs of all kinds. This enabled it to expand its offering and to evolve as its customers’ lives evolved. Continually asking this question becomes even more important in times of dynamic change. The business you started out in last month may not even exist next year, but if you’ve identified the real value you offer to the world, you can adapt and survive even as the market around you changes.
