So say John L. Stanton and Richard J. George, the authors of "Success Leaves Clues - A Marketer's Guide to Winning Strategy."
The business that you're in is not what you make. It's what people buy from you. And it's the problem that your product or service solves.
Understanding the business that you're in is very important when you're deciding which application you should develop next. Translated into the software development industry, the questions that Stanton and George want you to ask are:
- Do I have the ability to develop this new software?
- Will my software-buying target market buy it?
- Will the competition allow me to succeed?
- Can I create this new application and still be consistent with my strategic and financial objectives?