Nothing matters more than your offering. It is the bridge between you and your customers. Your offering is the way you get to customers and the way they get to you. The logic of an offering is simple. Its purpose is to create value and succeed. You know that your offering creates value when people pay you for it. It is a success when it meets your expectations.

Even great companies fail. But why is that? Success can lull you into losing your focus on what matters. What matters the most is to have the best possible offerings. In other words, if you choose to play you need to play to win or don’t play at all. This is the way you survive and thrive. However, your success can become the seed of your failure. What works well for you right now may not work in the future. You need a way to stay focused.