A condition is a situation with respect to circumstances. The term condition can be applied to a number of different arenas, from medicine (what is the patient’s condition?) to sports (what are the conditions of the golf course?). Before physicians prescribe treatment, they first want to understand their patients’ conditions (e.g., symptoms, age, allergies, medical history, etc.). Before professional golfers select a club to hit a particular shot, they consult with their caddies on the conditions of the hole (e.g., wind speed, wind direction, slope of fairway, slope of green, etc.). Not accounting for a 20 mph headwind could cost a golfer the tournament title and hundreds of thousands of dollars.
How would you describe your business condition? While the responses may range from optimistic to hopeless, your condition could be described as leader, challenger, or spectator. A leader is a company, product, or service that has market leadership and is in the position of protecting the business they have while looking for new, profitable growth. A challenger actively seeks ways to increase brand awareness and expand business. A spectator is a “me-too” type that operates in either a constantly reactive or mind-numbingly passive way. The goals and strategies you set can be conditional, depending on which of these positions you find yourself in.