Adages are old by design - time-tested, industry-wide best practices the successful have mastered and start-ups aspire to.
But what of bigger, better, but hidden practices - assumed or ignored or dismissed as beneath a business conversation, MBA class project, or whiteboard session in the Board room?
Like this old, slighted, and dismissed adage: All businesses are in the service business.
You singular product, proprietary design, code or concept promising the most advanced systems, effective execution, or tastiest treat is without value without a perceived value that serves others values.
Unless we serve to solve someone's problem, desire, or aspiration, we're not serving them... we're serving our own interests. Nothing more.
It's always been this way in true markets. Monopolies are different, but there are few genuine monopolies today.
In a world without monopolies, the new adage is: All businesses are in the service business.