Defining Excellence: The Discipline of Company Definition

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Focusing on customer-centricity, this book emphasizes the importance of defining a company through its customers rather than its products. It outlines how this definition shapes market perception and growth opportunities. The author presents 16 rules for creating an effective company definition, supported by illustrative examples and practical tips. Additionally, the book explores the growth imperative, potential opportunities, and challenges, while discussing innovative business models like platforms and ecosystems. Reassessing company definitions can unlock new avenues for growth.