Most small business entrepreneurs have no clue what business they are really in. After hundreds of private consulting clients and thousands I have worked with in group settings, of this I am sure. It is one of the first things to clarify and “fix” before any marketing can be truly effective. (HINT: It has NOTHING to do with your business and everything to do with your CUSTOMER.)
You don’t have to look to far to find the businesses that really “get” what they are doing. They are the ones on top.
Mark Cuban has a terrific post about this topic as it relates to a big business — What business is the NBA in? — on his blog today. Check it out.