To be successful in business you do have to have a great product; a product that is developed and ready to go. This alone takes a great deal of time, effort, and investment. However, this great achievement is nothing more than a ticket to the game. It is the cost of admission that allows you to enter the coliseum and fight the battle for the attention of your customers. And this is competition against those who are already in the market trying to make a dollar in your chosen space. This process of connecting your idea with customers is your business.
Too often, business owners, managers, and decision-makers get fooled by the way they use language into thinking that their business is a “thing.” It is not. It is convenient and even necessary to use a noun to refer to your business when communicating with people, but when you visualize it for yourself, make sure you don’t ever do so.
Mentally framing your business in this way is an easy and useful step toward understanding it and how its complexity is organized between ideas, your staff, your customers, and the wider market. If you are visualizing the business as a noun (an object of some kind), your model of understanding is inherently missing much of its complexity. By promoting your visualization from a noun (static) to a verb, you automatically give yourself a much more complex modeling paradigm. You will immediately get closer to the reality of dance-like complexity found in all businesses as they grow and operate.
Most people are employees working for other people. This employment may chafe them a bit from time to time, but they are sacrificing a bit of freedom for the stability. They usually aspire to become leaders in their environment, in part to grow their salary, and in part to ease the chafing—and to have more control over their own lives. Inherent in this is the idea that you “plug in” to a structure that other people have created (a corporation, university, etc.). The idea of advanced education (getting an MBA for example), is a way to open options for plugging in to the structure in some advantageous manner. This is the most common work pattern in the developed world—finding a company to work for.
Some make a different choice: to find their own path, and take the burden of owning something from top to bottom and being responsible for the outcome in a way that others will never understand.