Jason Jennings shares the story of a game changing business practice he discovered at a successful martial arts studio in Chicago. What did the studio sell? Self-defense training for kids to survive on very tough streets? After school babysitting? A way to build self esteem? Try, none of the above. The owner took a step back and defined his business in simple generic terms. Listen to the podcast and learn the result. Better yet, discover how to do it for your business.