I was listening to several programs about big business. Snippets about marketing were included in these programs. It was a fascinating presentation.

One of the storylines was about McDonald’s early days. I’ll focus on the period when they were going through tough times. They decided to bring in a person to help them figure out how to grow their business. This person reviewed their financial books and did an environmental scan.

Then he told them that they were not in the hamburger business.

Wait. Say that again.

McDonald’s was not in the hamburger business.

MacDonald’s was really in the real estate business.

Tell me more.

I’m glad you asked. They made their biggest profits and had fewer revenue ups and downs when they owned the land and buildings upon which the franchisee focused on the hamburger business. If sales slowed, they were still owed the rental money.

This isn’t as black and white as I’m portraying. But it certainly is a different way of doing this. Yes, McDonald’s has a considerable stake in the financial health of the franchisee operation. However, a reliable income from around the world keeps a smoother level of revenue.

Another example is Molson’s beer. At first glance, they are in the beer business.

Wait for it.

They are really in the party business. Just check out their ads. They try to differentiate their generic best-selling beer from the competition by 30 clips of people socializing, vacationing, partying, and watching sports.

If you want to have fun, line up 5 of the top-selling generic beers of your choice and then do a blind taste test with your friends. They will likely struggle to identify their favourite brand.

The last example is a personal one. I managed several multimillion-dollar programs in the last couple of decades of my career. One thing I kept in mind was to refresh what I told myself, the staff, and others about the business we were really in.

We were in the business of treating and assisting those who came to us for help in their long-term recovery. Every staff member should have this single focus: supervisors, counsellors, administration staff, and management.

When strangers asked me the simple question, ” What do I do for a living?” I avoided saying I managed a program, a budget, or a staff group. I told them I helped people recover from their addiction, improve their parenting skills, or provide some other specific service with a specific result.

My business, really, was not about the inputs of this journey but the outcomes of the destination.

Lest you think I was a miracle worker, I didn’t consistently achieve this approach. But, I was successful far more than I failed to keep my real business uppermost in my mind.

In my personal life, I keep a focus on my real business of being a better human being. The words of my faith summarize this. Ghlarn (pronounced Flarn) is an anacronym for Gratitude, Hope, Love, Attitude, Respect and Nature.

Please give this a bit of a think.

I am curious about your thoughts. Please comment below with your bit of a think.

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