Recently I heard an insightful illustration about 2 business owners in the early 90s. Both businesses were fairly successful selling the same product: Radios.
Joe, the owner of the first store, knew everything there was to know about the radio business. He sold them, repaired them and could rattle the brands off without even thinking. When asked "What business he was in" he would throw his shoulders back, stand a little straighter and reply, "The Radio Business."
Sam also owned a store that sold radios. He too, could be considered a radio expert. However, when he was asked, "What business are you in?" he would smile broadly and reply, "The Communication Business".