The Business You’re Really In

The brotherhood of French pastry: you can say you’re in the business of making whatever it is that you make, but that’s probably only part of the story, and maybe not even the best part.

Caneléfornia

caneles garden of flowers.pngDescribe your business in a few sentences, the application read.

As a business owner I am in the business of making decisions, but this one always flummoxes me.  Do I focus on where we’re at, or where we want to be?  Journey or destination?

We make a French pastry, I think about writing, then don’t.  I am in the business of trying to raise investor money which means being in the business of being clear and concise  while at the same time curiosity-provoking all whilst on a short elevator trip.  “We make a French pastry” is concise, though not very descriptive, for all its accuracy.  And although we do in fact make a French pastry, we are not in the French pastry business, any more than Uber is in the car business.

nun (3) She’ll tell you what a canele is

I could go for cute and pithy: I’m in the business…

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