As I am working tonight, I am watching a CNBC special about the Swimsuit Issue of the Sports Illustrated magazine.  It is fascinating to me to watch what a large distinct business was created from a simple decision to do a particular photo shoot in a single magazine focused on sports.  The level of growth in the business and the number of superstars that were created from this single magazine issue is beyond anything that could have been comprehended.  As an example - it was quoted that it is Time Inc's most profitable single magazine issue.
 
I think it is a blueprint for all of us in business - to look at our audience (however we define the universe in which we do business) and then to define our products and our offerings in the context of that audience.  How many times have we heard about successful businesses that have started with a certain business plan, product or solution in mind, only to end up with a different offering and business model? 

People often ask me how important a business plan is to launching a business.  My response is that it is critical for the investment community that you have a well written and well thought out business plan but for internal purposes not so much.  In fact, what is more valuable for the CEO is a 2-page list of bullets that identify direction and plan and goals - something that can be easily morphed and managed.  Think about the business that you are in.  Think about the clients / audience that you are serving.  Now, think about what opportunities are available for you because of that client / audience base. 

Be flexible.  Be nimble.  Try different things.  Be "married" to your clients and your audience but do not get yourself "married" to your product - be open to what it could be and what potential you have created.

Photo Credit: Archangeli