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The Dr. Claude Kershner Show

The Dr. Claude Kershner Show

Ep. 116: Strategic Thinking About Your Business (Part 1)

Oct 1, 2026 · 17 min · 12 segments

Entrepreneurs spend plenty of time working in the business. This episode helps you step back and work on it: decide whom to serve, what to offer, and how to stand apart from competitors. Dr. Claude…

Entrepreneurs spend plenty of time working in the business. This episode helps you step back and work on it: decide whom to serve, what to offer, and how to stand apart from competitors. Dr. Claude Kershner uses small-business examples to explain segmentation, product mix, the commodity trap, positioning, and the value proposition. Use these ideas to sharpen the strategic choices you will test in Part 2. Chapters 0:00 Show intro 0:35 Working on the business, not just in it 1:19 The entrepreneurial journey 2:15 Reactive, tactical, or strategic 2:57 Strategic choices connect: bowling alley and chocolate shop 4:06 Products: breadth, depth, and the role of each item 6:04...

Entrepreneurs spend plenty of time working in the business. This episode helps you step back and work on it: decide whom to serve, what to offer, and how to stand apart from competitors. Dr. Claude…

Spotify Website

Speakers: Claude KershnerHost

Top entities: Grateful Dead×2 Virgin Atlantic×2 Deadhead Richard Branson New York

Show signals: SuitabilitySafeBiasNot politicalAudience≈166 followers

Work on the Business0:34 – 1:17

C

Claude KershnerHost

0:34

If you own a small business, you know what a normal day looks like.

C

Claude KershnerHost

0:38

You make the product, you serve the customers, you chase the invoice, you fix whatever broke this morning.

C

Claude KershnerHost

0:43

By the end of the day, you have worked hard in the business.

C

Claude KershnerHost

0:47

Here is the question I want you to carry through this talk.

C

Claude KershnerHost

0:49

When did you last work on the business? Working in the business keeps it running.

C

Claude KershnerHost

0:53

Working on the business means stepping back to decide who you are really trying to serve, which products belong together, and what capacity, equipment, and staffing your business actually needs.

C

Claude KershnerHost

1:04

Those choices do not get made by accident.

C

Claude KershnerHost

1:06

They get made when the owner treats thinking time as part of the job.

C

Claude KershnerHost

1:11

So think of one decision you have been postponing because you are too busy.

C

Claude KershnerHost

1:15

Hold on to it.

C

Claude KershnerHost

1:16

We will come back to it at the end.

Grateful DeadMusic GroupRock band
94%2 mentions
Virgin AtlanticAirlineAirway
83%2 mentions
DeadheadEntity
72%1 mention
Richard BransonPersonEnglish business magnate
61%1 mention
New YorkAdministrative AreaUS state
44%1 mention
SyracuseCityCity in New York State
44%1 mention
Harley-DavidsonCompanyCompany
28%1 mention
Jerry GarciaPersonAmerican musician
17%1 mention
FacebookSoftware ApplicationSocial networking service
6%1 mention

Product Portfolio StrategyBusiness > Product Management
Target Customer StrategyMarketing > Market Segmentation
Strategic ManagementBusiness > Small Business Management
Business Model DesignBusiness > Small Business Management > Strategic Management
Strategic Owner Decision-MakingBusiness > Small Business Management > Strategic Management > Business Model Design
Customer-Channel FitMarketing > Market Segmentation > Target Customer Strategy
Segment-Specific MarketingMarketing > Market Segmentation > Target Customer Strategy > Customer-Channel Fit
Product Mix EconomicsBusiness > Product Management > Product Portfolio Strategy
Complements, Substitutes, and Traffic DriversBusiness > Product Management > Product Portfolio Strategy > Product Mix Economics
Positioning and Value PropositionMarketing > Brand Strategy > Competitive Differentiation
Customer-Perceived DistinctivenessMarketing > Brand Strategy > Competitive Differentiation > Positioning and Value Proposition
Capacity and Resource PlanningBusiness > Operations Management
Integrated Product-Service OfferingBusiness > Operations Management > Capacity and Resource Planning
Customer Experience and After-Sales ValueBusiness > Operations Management > Capacity and Resource Planning > Integrated Product-Service Offering
Product ManagementBusiness
Operations ManagementBusiness
Market SegmentationMarketing
Competitive DifferentiationMarketing > Brand Strategy
Small Business ManagementBusiness
Brand StrategyMarketing
Business
Marketing

Work on the Business0:34 – 1:17

C

Claude KershnerHost

0:34

If you own a small business, you know what a normal day looks like.

C

Claude KershnerHost

0:38

You make the product, you serve the customers, you chase the invoice, you fix whatever broke this morning.

C

Claude KershnerHost

0:43

By the end of the day, you have worked hard in the business.

C

Claude KershnerHost

0:47

Here is the question I want you to carry through this talk.

C

Claude KershnerHost

0:49

When did you last work on the business? Working in the business keeps it running.

C

Claude KershnerHost

0:53

Working on the business means stepping back to decide who you are really trying to serve, which products belong together, and what capacity, equipment, and staffing your business actually needs.

C

Claude KershnerHost

1:04

Those choices do not get made by accident.

C

Claude KershnerHost

1:06

They get made when the owner treats thinking time as part of the job.

C

Claude KershnerHost

1:11

So think of one decision you have been postponing because you are too busy.

C

Claude KershnerHost

1:15

Hold on to it.

C

Claude KershnerHost

1:16

We will come back to it at the end.

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