What is continuum? It is the continuous and coherent series of elements that are characterized as a collection, sequence or progression of values. In other words, it’s a state of a continuous evolution towards a much greater objective. In business, the state of continuum would mean the condition of continuously becoming; becoming better, becoming innovative, becoming socially responsible, becoming stronger, becoming superior, becoming number one.
Much as the premise above would sound desirable to any business owner, the reality is that many businesses, SMEs precisely, are increasingly fast-tracked far away from the state of continuum. The question you may ask is how do you set yourself up for the state of continuum?
Let me illustrate. A toddler learns A, B, C which then adds up to learning words and in turn adds up to learning simple, short sentences. Then to complex sentence structures and on and one like that as the child grows. That’s the state of continuum. It becomes what we call the attainment of education. And is education ever really over?
On the backdrop of the illustration, let’s use a business concept like branding for example. A business owner starts with the A, B, C idea of branding but 3, 5, 7, 10 years down the line, the same idea of branding from year one in business is still the same.
“Business would never be about money”. Every big brand agrees with this statement. I mean everyone. For a brand like Apple for example; business is about superiority. How else do you think they’d achieve it without the state of continuum. Take Marketing for instance, they’re constantly educated about it, from ideation to R&D.
What are you thinking of becoming? Much as an answer may be on your mind, all of the answers you need towards achieving it aren’t in your head.
It is the reason why when I design a logo or help a business frame its identity structure for the greater good of building a solid brand, I’ve remained passionate about installing the state of continuum towards what a business wants to become.
