I go to a CrossFit gym and have been for about 7 years now. During a stretching session, I asked him: "What business are you really in?"
His response, "I'm in the business of fun."
He continued that exercise doesn't have to suck. It can be hard work, rewarding and fun.
Many entrepreneurs don't realize the business they are actually in.
Restaurant owners think they're in the food business. They're actually in the dining experience business.
Codeup, a coding bootcamp I helped start, isn't in the education business. We're in the "change your life by getting you a new job" business.
Why is this important? It's because great businesses are built on delighting customers. The first step in doing that is to understand what business you are really in.