Rule #7 Know what business you are in… it’s probably not what you think

We’re going through a massive transformation created by globalization and automation. It’s now more important than ever to focus on the core value you add and not the package it comes in.

Take travel companies for example. It’s tempting to think that the value of these companies is in flight booking, hotel arrangements and car rentals. But the primary value is not in the services they provide. It’s in their knowledge.

They intimately know the particulars of a certain area and can steer customers toward all the best options, usually in the range of price points. They invest in their clients’ experiences in a way giant travel websites and booking sites cannot.

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