What business are you in? And why are you in it?

Those might seem like pretty straightforward questions. But all too often in senior living, they do not receive anywhere near the attention they deserve.

So as this field slowly pulls itself out of the pandemic-induced rubble that surrounds us, this would appear to be an opportune time to revisit these two foundational issues.

As for the matter of what business you are in: Why it’s the senior living business, right? Well, is it, really? And what does that mean, exactly?

Are you first and foremost a security firm — as in, Job One is to make sure residents don’t get in harm’s way? You might not think so. But trust me, that might be exactly why many of your residents signed on.

Or are you really in the hospitality business? Do your customers primarily want aesthetics, amenities and conveniences that align with their lifestyle expectations?

Perhaps you are actually a healthcare adjunct? No, no, not you? Well then, have you taken a close look at who your residents are lately? Or more to the point, the amount of medication and care regularly being consumed on your premises?

Or are you really in the loneliness-alleviation business?

Perhaps the real answer is a combination of the above choices, and maybe a few others as well.

At first glance, the “why” question’s answer might seem like a no-brainer. But do you understand why you do what you do the way you do it?

Perhaps it all comes down to custom or habit: that’s how things are done around here.

Or the raison d’etre could be more profound: to make a difference.

Then again, maybe it’s a more mundane but bottom line-driven reason: to run a profitable enterprise.

By taking a fresh look at those questions and their real answers, you just might make a shocking discovery. Namely, that something is seriously out of whack.

Perhaps your previous assumptions don’t line up with the available evidence. Or worse, maybe you are not really in the line of work you thought you were in.

Should such a realization occur, you might want to take author Simon Sinek’s advice and start with why.

At the very least, you might gain some clarity and understanding about your day job. Better yet, maybe you’ll find the motivation necessary to make some improvements. To the community. Or to yourself.