You discover it by interviewing current and former clients. Their answers may differ from what you expect to hear. Mr. Rossin classifies businesses as inherent or developed. The former is a business in which the customer buys due to a unique factor such as location. The latter is a business that must actively attract customers.
Essence is critical to a developed business.
Jack Rossin is a marketing consultant with a practice in the Boston area. While his background has covered many types of business experiences including retail, business to business and consumer marketing, he sees his real skill as that of a communicator. His professional career has always been in the communications field, first as a TV commercial writer and director, then in various advertising agencies as an account manager. For a dozen years he ran Rossin Greenberg Seronick, the agency he helped found and sold to his partners six years ago. That agency continues to be highly productive and successful.