What business are you in? What do you sell as a product or service? While most think they can easily answer the question, Steve Drake asks you to look a bit further. As an example he tells of an orthodontist. The answer to the first two questions may be "straightening teeth" for most people. The orthodontist in Steve's example says his business is "creating smiles".

A business that understands this finds a much easier path to customers and profit. As another example we offer the arborist in Portsmouth, NH who approaches business differently. Take a look at the video of his work with the South Church tree removal.