“But business leaders sometimes find themselves thrust back into questioning mode during dire or dynamic times, when those rules and methods they’ve come to rely on no longer work. Such is the case in today’s business market, where the speed of, and need for, innovation has been ratcheted up—forcing some companies to ask bigger and more fundamental questions than they’ve asked in years about everything from the company’s identity, to its mission, to a reexamination of who the customer is and what the core competencies should be. Much of it boils down to a fundamental question that a lot of companies find themselves asking right now: With all that’s changing in the world and in our customers’ lives, what business are we really in?”