Oh, good.

I’m so glad you’re here because I want to ask you a question: What business are you in?

And you might think, Well, that’s a silly question. I know what business I’m in.

Not so fast — and not necessarily.

When the CEO and founder of Rolex was interviewed, the reporter opened with, “You are in the watchmaking business.”

And the CEO corrected him:
“No. I am in the luxury status business.”

Do you see the difference?

The same clarity applies to you and your business.

So — what business are you in?

I always thought I was in the communication business because I speak, I coach, I teach people how to talk to the media, how to get on stages, how to deliver big keynotes.

So I assumed communication was my business…

Until my clients told me the truth:
I’m in the leadership transformation business.
Do you see the difference?
Try it.