Just as you, as an individual, have to identify and clarify your innate gift, so, too, your corporation has to do so.
What is your Corporate brand, your offering that distinguishes you from your competitors? If you can’t define who you are as a company and what makes you special, don’t expect the market to do it for you or to get it right.
Engage your team to define the offering that distinguishes you from your competitors. This process helps the team to be clear about your USP and understand how their work impacts the business. Without engagement, clarity, and direction there is no focus.