What business are you in?

What business are you in?
Not the business you market yourself as, but the nuts and bolts.
Do you know?

Take Starbucks.
Starbuck isn't a coffee company.
They're a milk and syrup (ie sugar) company.

Look at the breakdown:
• Cost of goods sold
• Revenue mix
• What actually fills the cup
• Calories ;)

Lattes. Frappuccinos. "Seasonal drinks".
Milk and sugar, dressed up as coffee.

Coffee is the opening act... masquerading as the headliner.

This isn't an attack on dairy and sugar.

It's a reminder:
What propels the business forward and what people think they're buying are rarely the same thing.