Figure depicting a word cloud with few words, for example,vision, business, layer, and so on represented in bold, and other words are presented in the lower fonts.

6The Vision Layer

“If you are working on something exciting that you really care about, you don't have to be pushed. The vision pulls you.”

—Steve Jobs

Your business is a relationship, more than it is any other thing. Don't rush on to the next paragraph. Think about that for a minute.

Wikipedia defines business as “a commercial operation or firm engaged in commerce that seeks to achieve volume and profits by transacting its goods and services.1 However, we are here to tell you that, although that definition holds true, your business is a relationship, first and foremost.

Your business is one of the most complex and important relationships in society; it moves the world forward in aggregate. Business is the engine of humanity's progress and it could, therefore, be said that business is humanity's most important relationship in the evolution of our species. However, focusing solely on profit motives—without regard for other people, species, and the planet—is not a good way to run your business. Either way, you definitely have a relationship with your business, good or bad. So, if you will think about your business from here on out as a relationship, we believe that you will be well on your way to leveraging the EMF to its maximum benefit as you transform to a customer-centric digital organization.

All of the great relationships in business, music and entertainment, sports, ...

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