As Theodore Levitt pointed out in 1960, railroads stopped growing because they assumed themselves to be in the railroad business rather than in the transportation business. Which poses the question: What Business Are You Really In? This is a question that every industrial manufacturer should be asking. Like the railroads, industrial manufacturers tend to be product/corporate-centric. For instance, at a recent global trade show for industrial manufacturers we attended, we were hard-pressed to find anything that spoke to what the product does for the person buying or using it beyond the [...]