What I mean by this is that you can think of a business as philosophically having two main functional and strategic units. The first is the specific domain of the business, say athletic apparel, or wellness and meditation, or beauty products, or social media, project management, communication software. The domain business unit is going to revolve around the specifics of your space, like knowing about the different designs of running shoes and polymers for the shoe soles, or having worked in a design agency for years and have ideas for a better way to run an agency. The point is there’s a lot about what you do that matters and the good news is you’re already pretty good and knowledgable about that and you’re going to be excited and great at learning the rest.
The hard part for a first-timer is that no matter what credentials you have in psychology or clinical experience coaching, regardless of how many personal development books you’ve read, or how many yoga and meditation retreats you’ve went to, or that you’re a certified expert in wellness, you don’t know anything about running a business. You could be the great expert and most qualified person in your space and there’s a good chance you couldn’t tell me how to create an acquisition funnel, or what your CAC to LTV goals should be. The point is there’s a whole bunch of stuff every single startup needs to think about and execute on to succeed and it has nothing to do with what you do and everything to do with how to do it. This is the second main functional strategic unit is the operational unit. What the operational unit focuses on is everything that takes your idea and makes it real, shows it to the world, delivers value, generates profit, and makes your dreams come true.