The window shade company was struggling. Mary, a business consultant, asked the owner, “What business are you really in?”
The owner replied, condescendingly, “The window shade business, Mary.” Thinking to himself this conversation was a waste of time.
But undaunted, Mary asked again, “When someone walks into your store, why do they want a window shade? What are you really selling?”
That caused the owner to pause a moment. Why does someone want a window shade?
“Well, to control light.” He thought a moment longer and added, “They also want privacy.”
It dawned on him, “We’re in the light-control and privacy business! – not the window shade business.”
His realization opened the door to new possibilities that saved his store.
The year was 1920. . . . → Read More: How to Identify Your Team or Organization’s Purpose