Asking yourself the question ‘what business am I really in’ is well worth doing periodically – the answer might just help you to discover hidden opportunities or an angle for business development that you otherwise wouldn’t have considered.

• Somewhere along the line cinemas began to look at their business in a different way
• The classic example that is given when people are talking about this topic of what business are you really in is the railroads
• The businesses that best understand the customer and create solutions that the customer wants to buy are the ones that ultimately win
• Kodak is a cautionary tale that illustrates why it’s imperative to stay relevant to customers
• I see a potentially worrying parallel for many law businesses such as my own intellectual property law firm
• Clients need to get a brand, create an identity, and protect their intellectual property
• Customers face real problems attaining a brand that’s legally protected and makes them more money because they often don’t know who to turn to achieve that goal
• The intellectual property dimension falls by the wayside because its relevance isn’t that obvious to clients or to the agencies they use
• Once the brand is created, businesses are unsure how to promote themselves
• Clients need to promote their business to get customers and build their brand online
• Smaller businesses lack the insights into brand management so don’t get the best from their branding spend
• It makes complete sense for us to offer products and services related to intellectual property to support clients to get a helicopter view of their business, build effective brands, and have a more joined up approach to marketing

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