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Q. You say that The Fortune Finder is for the team running an individual business. What do you mean by that, and why is it important?

A. For our purposes, an individual business is that part of a larger (often public) company that sells a single product or  service (or a closely allied family of same) into a defined market. Example: the baby-products business of a consumer goods manufacturer.

The Fortune Finder works at the individual business level because the elements that drive results, like product/ service offerings, customer-value propositions, marketing effectiveness, costs, etc. can best be controlled, focused and tuned at that level.

We can work with specific market needs, specific products and services and their customer value propositions, specific approaches to creating demand, specific product/service costings, etc.

It’s not possible to do this with the same effectiveness in the “management of a portfolio of businesses” approach, which is properly applied at the corporate level. But there are some large “single product/service companies”— ubiquitous retailers, for example. In such a case, the business unit could be the entire company, if it operated in reasonably similar markets.

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