The principles of running a business are fairly straightforward. You create clear objectives, achieve them efficiently and try to get better as you go. Business school professors have fancy names for this stuff, like “strategic DNA,” “core competencies” and “continuous improvement,” but in a nutshell all that stuff means is that you try to do things better, faster and cheaper.The problem comes when you find yourself running a square-peg business in a round-hole world. When that happens, following traditional best practices will only result in getting better and better at doing things people want less and less. Round holes don’t care how good your square pegs are or how efficiently you can produce them.
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