overview of the values that matter to you, how you intend to express them,
and why. To save time and to eliminate unsuitable business possibilities, re-
fer back to your statement of purpose.
Here is the framework for your business definition:
I or we serve (1. Identify customers) in their desire for or to (2. The
benefits you wish to offer) by (3. Identify the work you will do).
Some of you no doubt have a clear enough picture of the business you
want or already have so that you could write out your business definition
without using the next steps.
If you are not at that point, use the previous method to define the busi-
ness you want. You will be making three lists to assemble your own busi-
ness definition. You’ll make rapid progress by starting at the end with list 3
and working toward the beginning of your business definition. Start by cre-
ating a list of possibilities to fill the final blank in the sentence. Remember
to set your timer for two minutes and write as fast as possible. No thinking.- 20 possiblecharacteristics of the customers I want
- 20 benefits I couldoffer to customers
- 20 things I coulddo to serve others
From the items on these lists, pick the most suitable entries you cre-
ated to produce a business definition that suits you by filling in the
blanks yourself.
I (or we) serve List 1in their desire for List 2byList 3.
Your Mind Is Not a Democracy
Your mind isn’t a blank slate. It’s already filled with ideas, thinking
patterns and ways of perceiving yourself and the world. These devel-
oped from past experiences and many have been in your mind since
childhood. Some of your thinking patterns don’t serve you; some
do. What they all have in common is that you think they are right. In
other words, you have accumulated evidence over the years proving
these conclusions to be true and accurate. When you add some new
idea, such as a goal you wish to accomplish, there is no accumulated
evidence to prove it. Planning and creativity are natural partners.
Planning is about the future. Since the future hasn’t happened yet,
it cannot be analyzed, but has been created. Access to your creativity
is essential for making useful plans.
You must have goals to have any satisfaction in life. Since birth,
and perhaps before, your consciousness has been busily creating
your reality based on the thoughts that you think. Your best past
thinking has brought you to your current circumstances. There is144 Your Mind Is Not a Democracy