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Defining
Excellence
The
Discipline of Company
Definition
by
Thomas Metz
Soft Cover and
Kindle, 160
pages
Bettencourt
Publishing Ltd., July 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 matters
because it impacts how you think
about your company—how you perceive
your markets, your customers and new opportunities for growth.
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 definition.
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 light.
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 include:
- The nature of opportunity
- Enemies of opportunity
- Adjacent markets and opportunities
- New business models
- Ecosystems and platforms
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.
About the Author
Thomas
Metz
founded the
boutique investment bank T.V. Metz & Co.,
LLC
in 1983 and has been
an investment banker for more
than four decades. The firm specializes in arranging
mergers and
acquisitions in the technology industries. Mr.
Metz has arranged the sale of 78 companies across a broad spectrum of
technology markets in North America and Europe.
Mr. Metz has a B.S. 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 four books:
- Selling
the Intangible Company—How to Negotiate and Capture the Value of a
Growth Firm (John Wiley &
Sons, 2009)
- Perfect
Your Exit Strategy—7 Steps to
Maximum Value (Bettencourt, 2016)
- Defining
Excellence—The
Discipline of Company Definition (Bettencourt, 2019)
- Entrepreneurs: The
Economic Spark (Bettencourt,
2025)
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