This simple mistake could destroy your business.

Your business's biggest positioning challenge isn't about the market, it's about your willingness to confront and destroy your outdated assumptions about your own company. Our brains hate rewriting the script. We want to believe yesterday's truth still holds, even when the market is completely changing around us. I've seen owners willing to drive their company into the ground instead of rethink their assumptions about it. You might not even be in the business that you think you're in. I've seen software companies that are more like product firms, realtors that are more like wealth managers, and lawyers that are more like creative agencies. Getting there isn't easy. It means challenging everything. Figuring out what your company should do is relatively easy. That's almost just math. But getting your leaders to adopt and embrace that change, that's the hard part. The companies that succeed are the ones that are open to that kind of change. They just want what works, even if it means they have to face uncomfortable truths