• This idea is often found in your vision and mission statements, guiding your purpose. It shows why your business exists and how customers view it. Think about what famous brands represent. This part of the Triangle keeps you focused and prevents distractions that don’t match your identity, helping avoid customer confusion. For example, would you buy snacks from a waste disposal company?

    There are always more opportunities than you can pursue, and developing new competencies takes time and money. While it's important to adapt to market changes, be careful when exploring new areas. Strategic alignment is key when evaluating new product ideas. This doesn’t mean ignoring customer needs—you exist to solve their problems. However, since you can’t do everything, narrow down options to find what matters most.

    CLIC helps you with this process.

  • The customer is essential to your business. Stay connected with them to understand their needs, but be ready for criticism. Learn from their feedback and be willing to improve. Focus on your target audience rather than trying to please everyone. If others buy your product, that’s good, but avoid diluting your brand by competing on price. If your product is valuable, people will pay for it.

    Don’t get swayed by every opinion. Analyze feedback as a whole. Consider who is asking, how many of your target customers are involved, and how often the same requests arise. More importantly, explore beyond the initial request to understand the underlying reasons. Keep asking "why" until you reach the core issue. Identify the root cause instead of just addressing the symptoms. Only then can you find an effective solution.

    Always remember your vision; that’s why we begin there.

  • Competencies are the things you excel at. They are what differentiates you from competitors and contribute to your culture and brand. Embrace them!

    While it's essential to innovate and learn to stay relevant, ensure your efforts align with your purpose and identity. Consider if it resonates with your customers, whether they will pay for new products, if the shift will be cost-effective, and if it will enhance your existing business. If everything checks out, pursue the change.

    If the new direction makes sense, find out what skills and capabilities you need to pursue it and build in that direction so that you can be the best in the business at what you do.