Regardless of which of the six areas propels you forward as an organization, you must sell something, some mix of products or services, to your customers in order to keep your business alive.
The challenge inherent in this question is making the critical determination of which products and services you’ll place more emphasis on in the future, and which you’ll place less emphasis on.
Take for example, the American cable television channel, The CW. Parent companies Time Warner Inc. and CBS Corporation had high hopes when they launched the new network but it failed to deliver results and soon there were whispers it would be shut down. Recognizing that a strategic choice had to be made, CW returned to its roots and decided to focus on programs geared towards young women.
Dawn Ostroff, CW Entertainment President addressed the change, when she said, “We really needed to stand out in the marketplace and not be another broadcaster…It was important for us to differentiate and create a brand that hopefully will be a real legacy here.” CW has determined where to place its emphasis and is betting its future on new and current shows such as “Gossip Girl,” The new “90210,” a new “Melrose Place,” and “Vampire Diaries,” all focused on content relevant to young women.
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