What business is about, from Rory Sutherland, English advertising guru.

As an advertiser, he argues that making things desirable is underrated (of course).

But as a gross simplification:

  1. Product is making desirable things, Marketing is making things desirable.
  2. Working in your business is making desirable things, working on your business is making things desirable.

Gladwell would say that making desirable things is excellence criteria, while making things desirable is entrance criteria.

My take: most people are good at one or the other. Get good at what is natural to you.