Most companies’ CEOs, executives, and managers spend long hours behind closed doors to steer and advance the ship. Many complicated graphs, presentations, and a thick pile of papers are employed to invent the competitive advantage that will make them different and unique. They want to unravel the secret recipe that will transform their business to be a market leader. They use competitor, market and SWOT analyses, six sigma, balanced scorecards, PESTs, and many complicated financial models to try and stay ahead of their competitors. They are looking for the competitive advantage that guarantees a defeat for their enemies, namely their competitors.

The problem is that business owners missed the most important single factor that gave birth to the company when they discuss its survival and thriving strategy. It is the purpose of the business and the cause of its existence.