Fundamental basics

The universal starting point

Fundamental basics is the first of the four layers in the B3 framework®. It represents the unique DNA of any business and informs all the work that follows to bring life into the company.

In start-up businesses the fundamental basics will often be closely aligned with the original passions and motivations of founders. For longer established businesses, defining fundamental basics is an opportunity for leaders to reset the business for a new direction or initiate a major change.

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The three components of fundamental basics

Setting out why the business exists, what it does for customers and how it wants to develop as a company in the future.


The why component defines the fundamental ambition of the business.

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The what component sets out a problem to solve, identifies who has that problem and explains what the business is doing to help them.

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The how component explains the defining characteristics that steer how the company will evolve and develop.

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The B3 framework® is a simple yet powerful company building framework for founders and business leaders.

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