What you do is just a deliverable… Ultimately, it’s just a commodity if there are others offering it too. So you don’t want to be in the commodities business because you’ll be just another one of the thing you're offering. You’re REALLY in the business of getting and keeping customers. A lot of business owners take great pride in the deliverable. Which is fine. But no matter how good you are at what you do, it will be irrelevant if you have NO CUSTOMERS. So whether you like it or not, you are really in the marketing business.