You are on a quest for business excellence. There are three core questions that should always be at the forefront of your strategic thinking. These questions are more than a checklist. You must use them as a compass guiding you toward sustainable success.

Does the customer need what we produce?

The first question to ask is about the relevance of your product or service. Steve Jobs excelled in this area. He fulfilled the existing demands. But he also anticipated needs before they became apparent. He created products and services that customers didn't even know they needed.

Does the customer prefer us over competitors?

Competition is inevitable. But the crucial question is whether customers prefer your offerings. Think beyond price or service quality. Understand why some customers choose you while others don't. This insight will determine how you position your company.

Does our business model support innovation and growth?

Assess if your business model allows for innovation, employee development, and expansion. The profitability and financial health of your company will enable you to invest in future growth and adaptability.

Steve Jobs once said, “Start with the customer experience and work backward toward the technology, not the other way around.” Understand this philosophy. Implement it. It is more relevant today than ever. Addressing these questions will bring clarity and focus.

Make it specific – how does it apply to your organization? Are you meeting the customer's evolving needs? Are you their preferred choice in a crowded marketplace? Is your business model aligned with future growth and innovation?

Then, consistently revisit these questions. Ensure that your business remains on the path to long-term success and relevance.

There is much work to do. If you are reading this, I know you are in a position to succeed.