What is Your Product?

If Revlon sells "Hope" and Disneyland sells "Fun," what are you selling?

Aside from providing amusement as you surface such nominees as "Ennui" and "Fear," this exercise can help to clarify the very purpose of your organization.

Some businesses sell "Peace of Mind." Others peddle "Excitement." The list is endless.

[Hint: Starbucks doesn't sell coffee.]

Pinpoint your real product and you'll gain an important framework for focusing your team's efforts.