Idea

Idea is the purpose, invention, strategy, product concept, mission, and hidden potential that bind the other four business elements into a company.

An Idea determines what the company intends to create, whom it will serve, how it will distinguish itself, and why people should support it. Research, design, intellectual property, branding, governance, innovation, and long-term strategy all belong to this category.

This category examines whether an Idea can attract Resource, Money, and People and be translated into a durable Structure. Whether that Idea deserves to enter the world, and what future it may create, are explored in the Aether blog. Idea’s place at the center of the company is explained in Elementary Business Alchemy.