There is another nice article from Joel Spolsky: Figuring out what your company is all about. It’s all about
“We help $TYPE_OF_PERSON be awesome at $THING”
So what do you work on and how does it help your customers to be awesome with something? If you can’t answer this simple question, then you should sit down and ponder why not. It will help you to achieve your goals.
There is one point about the article, though. Joel says: “We help the world’s best developers make better software.” Uh … only the best? How about the vast majority, the good ones?