Think Delta Airlines is in the airline business?
Think again.

Delta is actually in the transportation business and competes with cars in some markets.  If they thought they were in the airline business they’d start thinking like every other airline and would be stuck within that box.


Think AFLAC, State Farm or AllState are in the insurance business?
Nah.

State Farm is really in the peace of mind business.  Insurance is a need.  Peace of mind is a want.  They wisely sell to the want.

Think Proctor & Gamble is in the soap business?
Not really.

Proctor & Gamble is really in the branding business.  They just happen to specialize in soap.

Think Coca-Cola is in the soft drink business?
Nope.

Coke is really in the marketing business.  They just happen to specialize in beverages.


Think I’m in the coaching business?
Well, that’s somewhat true, but that’s only part of the story.
Coaches are in the achievement business.  Or the personal development business.  Or the happiness business. Or the executive development business.  We just happen to use coaching as the format, structure and style of the relationship and use coaching skills and the coaching label as our preferred packaging.

Who cares?  Why does it matter to know what business you’re really in?

It does matter and here’s how asking yourself  “What business am I really in?” will help…

1. You’ll start thinking bigger — beyond the label (and some call it the tether) of your business.
When you identify what business you are in, you start focusing on a much larger market — Bigger market means more opportunity

2. You’ll start focusing on what you do best and packaging yourself around that

Skills and proficiencies are very important but the marketplace is currently rewarding businesses with specific knowledge or expertise in addition to great skills.

3. You’ll start looking for more ways to serve your markets — and NOT limit it to ‘just’ coaching.  
Creative solutions and packages is what the marketplace really wants.


Okay, but how do I find out what business I am really in? 

This is where you get to be really creative.  Hire a coach

Feel free to use this list as a way to get started…

  • The success business
  • The balance business
  • The fun business
  • The financial independence business
  • The training business
  • The transformation business
  • The lifestyle design business
  • The systems business
  • The smiles business
  • The attraction business
  • The joy business
  • The proficiency business
  • The solutions business