Your life, whether you're a business or a human being, is anchored somewhere. Your vector points forward from there, no matter how far you've already moved. For instance, Steve Jobs comes from Art and Apple comes from Steve. Nordstrom still comes from shoes . H-P still comes from those two guys in a garage.
Definition therefore requires respecting first purposes.
Even if you don't have a dead white guy on the wall in your foyer, there's a ghost whose spirit still drives your company forward. Don't cross it. Ted's a good friend and a deep guy. It has no classification. It's a species alien to the Linnaen taxonomy that every topic needs if its nouns are to be understood.