When I look at the successes and failures in business, I think I have found a consistency between them.
The successful businesses remember their primary objective and the businesses that fail forget what they are working for.
Let's put a practical example with this concept.
I am not sure that anyone would disagree that Harley-Davidson is a pretty incredible brand. In fact, Justin Foster calls Harley-Davidson a bacon brand. At one point, like many brands, Harley lost it's way. It found its way back, almost by the skin of it's teeth and has emerged more powerful than ever.
Among all this, one of the key reasons it is a successful brand is because they are careful to remember their primary objective... their primary mission. Harley's mission is:
We ride with our customers and apply this deep connection in every market we serve to create superior value for all our stakeholders.
It is through this commitment to one, single, defining objective that make businesses successful. When businesses forget who they are and try to split their focus, they find themselves in a position of losing power and heading for a great fall.
When a new program or a new idea is proposed, ask this, "How does this thing help us to meet our primary objective?"
Whether you are running a small business or a large business, are creating a marketing plan or setting a home budget, or if you are tasked with running a country. If you don't know what your primary objective is, you are going to flounder. It's time to establish your primary objective, and then ensure that everything you do aligns with it.
Corey Smith is the founder of Tribute Media and serves as the Digital Marketing Strategist. He is also the author of "Do It Right: A CEO's Guide to Web Strategy" and "Tweet It Right: A CEO's Guide to Twitter."