Just like we are personally subjected to the tugs of what I should do vs what I want to do, businesses are similar affected – what the world, “common wisdom”, “experts”, trends, and the media tell them they should do, versus what their leaders and people truly want to do.

In the race for authenticity and differentiation, doing what everyone says you should is probably not a good idea.

You should grow big, you should monetise everything, you should outsource, you should automate, you should use social media… Really? Why? What do YOU want to do?

See my post yesterday: Shoulds vs wants.