Cascade: The 4 Questions That Define Your Business


The weekend’s almost here; and if you’re like most people, there’s a social gathering of some kind that you’ll be attending this weekend. Attending social gatherings is a ‘human-thing.’ We are interactive beings, so many at times, we feel the urge to reach out or connect with one another. 

For most of us, the times we spend hanging out with friends, family or colleagues end up being some of our favorite memories. Years down the road, we begin to recollect the connections we had with others from times past. Making Connections is a ‘human-thing.’ 

When you connect with others, you relate with them, find common grounds, learn one or two things about or from them and, possibly, teach them something new. Your ability to ‘flow’ with someone else will determine how well you connect with them.


A key characteristic of a cascade or waterfall is the flow of water in a steady, continuous stream. This continuous flow allows for a steady connection between the top of a cascade and the earth surface at the bottom. 

As an entrepreneur, you need to be able to flow with your target market i.e. those who need your services or products. You have to be able to connect with them, know their pain points, and understand why they need your services. This would help you figure out how you can best serve them. 

The first thing you need to do when connecting with a potential client is to define your business. The way you define your business will determine how that client would address you.

Whenever you meet someone for the first time at a social gathering, party, or networking event, you have to introduce yourself. In the same vein, you always have to introduce your business to a new client. Your business’ introduction is more or less a definition of your business. Your business’ definition must answer the following questions

Who Are You?

Even if you are a freelancer or sole proprietor, your business is an entity. Meaning it has its own identity. State your business’ name and its service classification. For example, ‘horoma is a content development platform.’

What Do You Do?

State in clear and concise terms what your business does. You don’t have to mention all the steps, procedures and measures that are involved in making your products or delivering your services. Just focus on the ‘What’, not the ‘How’. For example: ‘horoma is a content development platform that develops business plans, business proposals, web contents, and books.’

Who Needs Your Services/Products?

Fact: Everybody does not need your services or products. Only your target market needs your services or products. You have to know the personalities that make up your target market so you can understand and know how to reach them. For example: ‘horoma is a content development platform that develops business plans, business proposals, web contents, and books for businesses, entrepreneurs, artists, brands, and personalities.’

What Is Special About What You Do? 

As creative as your business ideas may be, it could easily be classified into an already existing business industry. You have to know what makes your business stand out from everyone else in your industry. Your unique identity or specialty should be capable of capturing your potential clients’ attention. For example: ‘horoma is a content development platform that helps businesses, entrepreneurs, artists, brands and personalities run with their vision by developing creatively detailed business plans, business proposals, web contents, and books’

Grab a notepad, or your notes app, do some brainstorming, answer these four questions and insert them in a sentence or two.

The first step in your cascade is to plan your business. If you are able to define your business, you will be able to plan your business and properly share and run with your vision.

P.S. Having a vision is a human thing. Running with it is a horoma thing

Tobi Nifesi