Good morning.

When we think about strategy and business, we know how complex the process are, even though for those who have experience and knowledge.

Most of us, wants to create new products & services for the market due the necessity to improve the quality of life for everyone.

Sounds that, more and more we see so many options from services & products at the market, but they still don't fit in our necessity.

Doesn't mean that they are good or bad, means that sometimes the only thing the market want it is something customized, because time means money.

Money means time, that is why being on business and strategy is very complex process, because, is not just create products and services, is about find the right customer to your business, indeed their create us not us create them (consumers).

After living in big cities, we see how easy life is with so many facilities around us, for example if you want to go in a shopping mall you have it nearby to you, with your supermarket, shops and many things, it s easy due the easy going lifestyle, we always have something to do it! Now living in small city, little bit far away, in New Zealand, we can see that many of those necessities is not anymore a necessity, but still important.

In the business industry, we need to think how customer's think!

For example, I want an ice cream.... at the business industry for many investors this means an opportunity, so, they go and open an ice shop! But behind the scene, we have a few concerns in terms of productions, finance, marketing and much more!

In the end of the day, we see the results from profit and loss! Stocks low and high vs environment consequences, marketing and results to attract new customers to cover all those necessities. We need people to work, in consequence they earn, but we need quality and this is priceless just to make the right ice cream for our customers, according to their necessities.

In the end of the day, investors saw the opportunity but also see the warnings as well from the market! That is why on these days, strategy means more than anything! It is better we spend time doing strategy than lost our time and money opening business without having results! If you want an Ice cream something this is a necessity from now! doesn't means tomorrow you want it as well! It is also means that the act in want an ice cream sometimes is not you because we live in a society.

Being in business is very complex system! We think we know, but we don't!

Have a good day!

Melissa Duarte Ducatti