The Business Of Your Business

What business are you really in because it isn’t what you think.


What business are you really in?  Are you a plumber, a hairdresser, a dentist, a lawyer?  I want to challenge your thinking with what you think your job really is and I hope to give you a new perspective on what you do.

No matter if you fix teeth, cars, or hair, that isn’t really your business. 

Confused yet?  Let me explain…

Let’s take a look at Starbucks.  I’m sure we’re all familiar with who they are and know the primary thing they sell is coffee.  But if you look at the mission statement for their company it doesn’t mention coffee one time.  They actually focus on ‘selling’ community and a place for people to go and hang out atmosphere.


Another major brand, Harley Davidson.  There are numerous brands of motorcycles out there but none of them invokes the image and lifestyle that a Harley does.  They ‘sell’ a vision that makes people choose them over everyone else, something people want to be a part of.

It’s by no mistake these major businesses are so successful because they are actually selling so much more than the product you associate them with.  They simply use that product as a tool to facilitate so, so much more and that is what really sets them apart from the competition.

I want you to take some time to answer the question:  What business are you really in?  Because fixing teeth or styling hair isn’t it.  You are so much more than that.  Are you giving people confidence?  Reassurance?  Empowerment?  What is it you are really selling?

It’s a hard question to answer, it might take you some time to answer but it’s necessary for taking your business to the next level.  Once you know that everything else will fall into place.  Differentiating yourself from the herd will become natural and seamless.


In this video, you’ll learn about:

  • The business you are actually in
  • Selling more than meets the eye
  • Standing out from the crowd
Please take a few minutes and watch the video above– do it for you and for your practice.
I wish you nothing but success,