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Many years ago, makers of Sweet 'n Low were in a quandary. How do they increase their sales when their product is everywhere already? Being in sweetener business, they tried to think of creative ways of selling more Sweet 'n Low. Then they realized that they were not in "sweetener" business after all; they were in "packaging" business. Instead of selling more Sweet 'n Low, why don't they package other condiments? Catsup, mayonnaise, relish, mustard, etc. could all be sold to their existing customer base. A single word changed direction of their entire organization.
At one time train industry was trying to figure out how to attract more passengers. Then they realized that they were in "transportation" business, not "passenger" business. Suddenly they had an entirely new market, and began transporting freight, oil, coal, vehicles, etc. A single word is all it took to change history.
What is it that you do? Instead, maybe I should ask, "What is it that you THINK you do?" Ponder that for a moment. Here's an exercise: define what you do and write it down in twenty-five words or less. Be very careful, concise, and clear in your description. Expand your thinking for a moment: are there any other words that could be used to describe what you do? One of those new words just might give you a surprising insight into what you COULD be doing.
Dave Balch generated over $5 million from his home-based business. He is now a professional speaker, consultant, and author of "Big Bucks in a Bathrobe", available 2001. Visit http://www.TheStayAtHomeCEO.com to sign-up for a FREE electronic newsletter on small/home business, for information on speaking services, copies of past articles, or to read a free excerpt. Comments and/or questions are always welcome at 1-800-366-2347 or mailto:Dave@DaveBalch.com.