The business you´re in may not be the business your in. It´s not doubletalk; it´s reality for many small and large companies.
For example, I worked with a client not long ago that had an incredibly ability to promote seminars. Their promotion capabilities were developed over years of promoting their own products through seminars. Unappreciated by them, they had developed a technique and expertise others would gladly pay for. Although they pushed their product, they actually planned their entire business around a never ending series of seminars"?¦they really weren´t in the product business, they were in the seminar business.
Working with my client, we packaged their seminar promotion capabilities and sold it to other companies as a service. A service that appears to be a great success.
Do you have a hidden asset in your business that others would gladly pay to use? Are you really in the business you think you are?