I recently read The Box by Marc Levinson.

Marc brings out this excellent insight about Malcom McLean, a pioneer in containerization (using Shipping Container to modularize transport & avoid break bulk):

Malcom McLean’s real contribution to the development of containerization, in my view, had to do not with a metal box or a ship, but with a managerial insight. McLean understood that transport companies’ true business was moving freight rather than operating ships or trains.

As the excerpt says, a shipper’s business is about transporting goods and not operating ships. I’d like to draw a parallel to web development. Developers need to know how to build & maintain websites, but the true business side of web development is about providing services to visitors.