Discipline of Company Definition
by Thomas Metz
Publishing Ltd., August 2019
A business exists for only one reason—to deliver value to
its customers. Therefore, a company should be defined by its customers,
not by its products or services. Company definition impacts how you
think about your company—how you perceive your markets, your customers
and new opportunities for growth.
Soft Cover and Kindle, 121 pages
Company definition impacts every corporate communication—press
releases, investor presentations, annual report, 10Q and your website.
Clarity is not optional.
The first part of the book presents guidelines to craft an intelligent
and powerful definition. It describes the theory behind an effective
company definition and putting the customer at the center of the
enterprise. It introduces the concept of “knowledge space” and presents
numerous examples that illustrate clarity of company definition. It
includes best practices and 16 rules to construct a first-rate
The second part of the book describes how company definition underpins
a firm’s strategy for growth. The thesis is that if a company defines
itself differently then it will view growth opportunities in a new
Growth is the essential element for creating shareholder value.
Initiatives associated with growing revenue drive more value than any
other action. Growth is the key predictor of success over the long
term. Growth strategy includes exploring for new opportunities. Topics
Companies must keep fresh, find new problems to solve,
gain new skills and explore for attractive new sectors. Go down
uncharted alleys and see what’s at the end. Many times, these are dead
ends, but sometimes they open up to broad avenues and exciting new
markets. Recalibrating your company definition is an excellent way to
open the door to new areas for opportunity and growth.
- The nature of opportunity
- Enemies of opportunity
- Adjacent markets and opportunities
- New business models
- Ecosystems and platforms
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About the Author
V. Metz, Jr. founded
& Co., LLC in 1983 and has been an investment banker for more
than 30 years. Mr. Metz has arranged and negotiated merger and
acquisition transactions across North America as
well as Europe and Asia. The
primary focus is arranging the sale of companies
in which the value is strategic, typically in the technology, software
Metz has a Bachelor of Science degree in
Mathematics and Computer Science from the University of Oregon. He
holds an MBA
degree from the University of California at Berkeley.
Tom has authored two additional
the Intangible Company—How to Negotiate and Capture the Value of a
published by John Wiley & Sons in 2009 and Perfect
Your Exit Strategy—7 Steps to Maximum Value,
published by Bettencourt in 2016.