David Patterson, President of LetterStream, is a client we work with who manages a company that churns out more than 6,000 print jobs per day. At first glance, you’d assume he's running a printing business. But he would quickly correct you – telling you instead that his company is in the technology business.
Why? Because each print job originates online.
From order to delivery, David’s operation runs entirely in the cloud.
His team might produce printed materials, but what they truly excel in is managing a seamless digital experience for their clients.
Then there’s my longtime friend Bill Hatch, who operates Cranberry Creek Cranberries - one of the largest cranberry marshes in North America.
With hundreds of acres yielding vibrant cranberry crops each season, it would be easy to think he's in the cranberry business.
But Bill sees things differently.
He’ll tell you he’s in the water management business and cranberries are simply a byproduct of managing water resources with precision.
Without water, there would be no cranberries.
Because he understands that his true expertise is in water management, Bill is better equipped to manage operations and ensure the success of his harvest.
When you look at YOUR business, what do you see?
Is it just the products you make or the services you offer?
Or is it something deeper?
Some of the most successful businesses discover that their true value lies far beyond their product or service.
In other words, the sign on the door doesn't always represent what you or your business do really well.
The Power of Knowing Your Real Business
When you understand your business’s core purpose, that knowledge creates stronger alignment in every aspect of operations, strategy, and communication.
Knowing the true nature of your business changes how you approach growth and allocate resources.
Plus, it shifts focus from “what you do” to “what you do well,” and helps you leverage your unique strengths to stand out in a crowded market.
A great example of this is Mike Veeck.
Mike is known for his transformative approach to minor league baseball, especially with the St. Paul Saints. (Watch his documentary, The Saint of Second Chances, on Netflix.)
Over the past 30+ years, I have had multiple opportunities to interact with Mike. In one of our conversations, I complimented him on his excellence in baseball. He looked at me, dropped his usual humorous persona, and said very seriously: "Steve, I am in the people experience business. Baseball is just the window dressing."
Baseball games at Mike’s stadium are as much about entertainment as they are about baseball. From quirky on-field antics to unexpected moments like a nun giving back rubs in the stands, Mike creates memorable experiences that keep fans coming back, regardless of what’s on the scoreboard.
Recognizing the True Business Within
Discovering the business you’re really in takes introspection on your part. You need to be able to step back and analyze your business from a new perspective. Here are a few ways to begin the journey:
Reflect on core activities: Ask yourself, “What must we excel at to succeed?” Often, this will highlight your true focus. Are you an auto parts manufacturer, or is your strength in logistics and delivery? By identifying what you do exceptionally well, you uncover the central value your business provides.
Consider the customer’s experience: Think about the total experience you’re creating. A product or service is only part of the equation. What matters to your customers? For many businesses, a powerful brand is built not just on what they offer but also on how they deliver it.
Examine your unique skills: Think about the talents, technology, or specific expertise that drive your success. David’s business might seem like a printing company, but it’s his team’s technological expertise that sets it apart. For Bill, the ability to manage water is the key. Find the skills or resources that distinguish your operation and make them central to your strategy.
Know your “why” and understand your passion: With enough experience, this will emerge. If you want to transform an industry or create lasting value, recognizing your true purpose and passion can guide you toward that goal.
Knowing the business you’re really in can sharpen your competitive edge and ultimately create a stronger connection with your customers.
It’s not enough to define yourself by a product – you must understand and articulate the deeper mission that guides everything you do.
For example, here at The Resultants, we’re business advisors. We coach, facilitate, and develop leaders. Not only do we help implement business operating systems, we also empower teams to confidently navigate challenges.
But we are, at our core, in the people business. Our mission isn’t just to implement business strategies – it’s to optimize business value and improve lives.
So, ask yourself: What business are you really in?
The answer might surprise you, and the clarity it brings might just transform the way you do business forever.
If you’d like some support discovering what business you’re really in, reach out to us. We’d love to help.
Author, Steve Wilcox, is President and Senior Business Advisor with The Resultants®. To learn more about Steve, visit our Team Page or connect with him on Linkedin.
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