• Hi, I’m Brad Abare

  I'm a make-it-happen guy working with big idea people. I design teams and orchestrate strategy so that great ideas I believe in get done.
  
  I am Jamaica's husband, Foursquare's comm director, Personality's founder, and a catalyst for CFCC.
  
  
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The late Peter Drucker was famous for asking the question, “What business are you in?”

I serve as a board observer (a non-voting role) for a not-so-small nonprofit. During a recent teleconference, the director of finance presented a report detailing the losses from an experimental investment strategy conceived and attempted several years ago. Every time this subject comes up, the board cringes with frustration and awaits the speedy recovery from this ugly black eye. Although the losses are relatively minimal, the lessons are no less so.

I’m encouraged that Drucker’s question was actually considered. “Hey board, we’re not in the business of this [experimental investment strategy]!” Unfortunately, this was lamented after the fact! After the loss. After the failed attempt.

The next time you consider launching or trying something new, ask yourself if it supports the business you’re actually in.

For what it’s worth, you might posses the same skill-set as a competitor, but the business you’re in may be completely different.

All graphic designers are not in the business of selling graphic design. Some exist to provide quick turn-around, others sell their ability to create amazing work for amazingly cheap. And still others are in the business of selling prestige because they command it.

Or consider restaurants. If all restaurants were in the business of selling food, we wouldn’t need so many options. Instead, we have restaurants that sell ambiance, some sell fast-food and some are in the business of selling the freshest ingredients.

There’s a crucial follow-up question to making sure that what you do supports the business you’re in.

“How’s business?”

If this question were asked enough, we’d focus on the desired outcomes of the business we’re in. For those that do not know the desired outcomes, the “How’s business?” question forces those outcomes to be identified. You get what you measure.

Two simple questions.

Never.
Asked.
Enough.

So, what business are you in?
How’s business?

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