Business on Purpose

Why do you make the business decisions you do?

Because it's what you've always done?
Because it's what everybody has always done?
Because it's easiest? cheapest? fastest?

Or do you make decisions because they are the right thing for you and your customers?

Companies get into trouble (or, just as bad, become stagnant and unremarkable) when they aren't intentional about the things they do. When they make choices based on what seems normal, rather than on what is best for their particular customer base and brand promise. When they choose the easiest marketing channels, product features, package design, or shipping strategies, rather than choosing those that fit best. When they don't stop to think about why they do what they do.

It may turn out that what you've always done, or what is easiest/cheapest/fastest is not the right decision at all. It might be that there is a better solution. A solution that provides a better experience for your customers. A solution that more closely aligns with what customers need. A solution that better enables your organization to do what it was meant to do.

Or it might be that the decision to do the comfortable/easy/cheap/fast thing is exactly the right thing to do. It might be that those strategies provide the convenience, affordability, quick service, quality, standardization, customization, status, or other value that your customers want.

But come to that conclusion because you were intentional about it. Because you took time to consider what the right thing is. Not because you were on autopilot.