- Boundaries on who your customer is.....most people are trying to be everything to everyone rather than something to someone.
- Boundaries on what you stand for and stand against....people talk about values but when push comes to shove do they live them, do they know them, do they design their offer around them?
- Boundaries for what you will offer....most have what I call an "offer bleed". Over time we add extra's, we add line extensions, we accept a request from a client that we don't really do....and guess what...we end up being good across different areas, rather than great on our core offer.
Nowadays we don't make products or services, we make meaning and value. Meaning and value need a depth to your offer which always reminds me of the phrase that a river with banks runs deep, a river without banks runs shallow...
Does you business have banks that will keep you spreading too wide and losing that depth?