Imagine you are the premier manufacturer of premium widgets. I’m not talking about those run-of-the-mill, wholesale club models. I’m talking about the Cadillac of widgets. Titanium plated with an x-347 polymer coating. You know, top-of-the-line. So is what you do (making really kick-ass widgets) your reason for existing?
Imagine saying that out loud. My reason for existing is to make top-of-the-line widgets.
Yikes.
Now before you shake your head and chuckle at the poor numbskull who believes this is his raison d’etre, consider that, for the majority of companies out there, this is how they operate.
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What you do is not your reason for being.
What you do is what you create. It can be a product (like greeting cards) or a service (like investment advice). Think about that for a moment. Is that why you believe you’re here? Imagine, after living a long life, being on the verge of shuffling off this mortal coil. You’re looking back at your life. And you say, “I sure helped make some fine-quality, folded paper products.” Or maybe, “I shared some really dandy portfolio allocation charts.”
I doubt that’s what you’re thinking. And if it is, well, just stop reading now.
