When someone starts up a new business, it’s important to think about what it is their business really is. What service are they truly providing people? It may surprise owners that what they thought their business is isn’t really what their customers think it is.

Say for example you own a gas station and are in the business of providing people gasoline for their cars. But is that really what gas stations are all about?

If you ask me you’re in the fill people’s gas-provide directions-act as a rest stop-provide entertainment business. That sounds a lot different than just filling up people’s cars doesn’t it?

Think about it. When people go to a gas station they aren’t just looking to fill their gas. They are often looking for directions. So why not provide a GPS kiosk so travelers can easily have access to accurate directions whenever they get lost. People often stop at gas stations when they need to use the restroom. So why not advertise that? Advertise yourself as having the world’s cleanest fanciest gas station bathroom ever. People will remember your brand whenever they need to make a pit stop on the road. Thirdly, people stop at gas stations in states they are unfamiliar with and so your employees act as a lot of people’s first impressions of people from that state. Why not train your employees to be the friendly guy from Missouri at the Hess station as opposed to just another cranky gas filler upper at some random gas station.

So remember the next time you ask yourself about what business you’re in…ask yourself -Is it in the same business your customers see you in?

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