In 1960, marketing legend Ted Levitt provided perhaps his seminal contribution to the Harvard Business Review: “Marketing Myopia.” The article castigated companies for losing sight of the essence of their business, setting themselves up for challenges from competitors and, ultimately, for obsolescence. To avoid that, Levitt exhorted leaders to ask themselves the seemingly obvious question – “What business are you really in?” Posing that question continues to be a powerful way to catalyze important strategic conversations.