We would all be flying Wells Fargo Airlines if they had thought they were in transportation instead of the stage coach business. The same could be said of many once great companies like Polaroid and Blockbuster. Netflix started by mailing DVDs.

“What product category are you in? It’s bigger than you think.”

Seth Godin

Too often I find radio stations that see themselves as being in the Christian radio business. Even the good stations can sometimes default to being about Christian music for Christian music fans.

“Every brand thinks it’s the most important thing in their user’s life. Seldom is this true. A user’s experience with a brand is just one event in an action-packed life… Great brands look to where the brand and the experience fit within their user’s overall life…”

Fast Company

This is even more true if you brand is based on values.

In-N-Out Burgers includes Bible verses on its packaging to communicate its Christian values. They’ve also launched “Army of Love” that connects with Christian nonprofit organizations to provide support and training.

The beloved Texas grocery chain H-E-B activated their response teams to aid disaster relief after the recent Central Texas floods, earning the nickname “FEMA of Texas.”

Take a look around your station.

The pictures and plaques on display in your hallways will reveal what business you think you’re in.