Book publishers who define themselves only as purveyors of book are missing out on increased sales, revenue and profits. Here is an example. In 2013 Airbnb thought about the relevancy of its mission to better articulate its uniqueness. They posed these questions to employees, guests and hosts, “Why does Airbnb exist? What is its purpose? What is its role in the world?” The result? People around the world didn’t want to be seen as tourists, but wanted to feel they could “belong anywhere.” This became the company’s official tag line. Airbnb was no longer a bed in which to stay. It became something bigger than travel. It would stand for community and relationships. Airbnb would be the one place people could go to “meet the universal human yearning to belong.” What to you offer other than books?