I recently attended a seminar offered by author, Tim Young (How Much Money Can I Make?) and he mentioned that to be successful in your business, you need to identify the ‘real’ business you are in. At first, that seemed like a pretty obvious statement to me but the more I thought about what he said, the more I saw the validity and power, of the comment (thanks Tim). For instance, our firm, RoundBox Strategies, is a business development firm that offers small business owners the opportunity to engage a part-time professional management team at a fraction of the cost of hiring a full-time team. When I applied the comment Tim made, it made me think – is that our REAL business? Of course the answer was no! Our real business is providing the peace of mind that comes from having the expertise, support, and assistance in execution that so many small business owners need. Creating and implementing business development strategies is merely the conduit from which our real product is delivered.

So… what business are you really in?

Do you define yourself by the particular product or service you offer or by the way your clients feel after they experience your product or service? This seemingly simple distinction is really valuable if you chose to take the time to make it and it can (and should) affect your message and possibly some of your processes as well. Really knowing what your business is provides a new found clarity and vision that is paramount to your success.

This is particularly useful if you are in an industry with a great deal of competition. Consider the owner of an aesthetics business, for instance. They are in a highly competitive industry and understanding their real business could provide a unique advantage. They may offer facials, manicure, pedicures and the like but their real business may in fact, not be those services at all but may be the good feelings a client experiences when they take the time to rejuvenate and make themselves a priority. Imagine how their clients would feel if every aspect of the business communicated the message that they were a priority and deserved to take the time to pamper themselves? That would be a very different message than just saying that they offer a variety of aesthetics services.

Knowing your real business and making decisions throughout your business based on that knowing can help;

Define the actual delivery of your processes
Determine the most effective messaging for your marketing materials
Identify complementary products and services you decide to offer
Solidify the culture within the facility

So take the time to ask yourself; “What business am I really in?” “What do I want my clients to experience when they use my product and does my business demonstrate and communicate that clearly?”

I’d love to hear any insights you have about what your real business is and how recognizing it changes how you do business.