It is important to have a clear vision on what business you are in. Most people stop at their first thought and run the company with this idea, generally without good results. Once you know what business you are in you can separate yourself from the competition. Home Depot doesn’t sell hammers and nails they are in the helping DIYers to…do-it-themselves. JetBlue isn’t in the airline business they are focused on a happy jetting experience.

Is FreshCrop in the developing and selling software business? This is how I would describe what I did early on when the company was only a few years old. With some more experience I realize that we are in the rescue business. People have an accident and a dire need to get their files back. With this perspective it changes everything and gives us an edge over the competition. How we answer the phone, our message on our website, our products, services, pricing, support are all changed and focused. What business are you in?

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