I was given a link to this post which talks about the fact that an entire industry can have a wrong perception about itself. The outside world can view it as a commodity while the industry sees itself as being the antithesis of commodity based.
The post had this fantastic cartoon;
The text down the bottom say “what a lovely grain of sand, to bad you’re lying on a beach”.
The advice (admittedly for the wine industry) from the post, is to really understand your customers – who are they? what do they need? why do they buy? All too often producers f both products and services spend all their energy focusing on knowing everything about their offering, and little or no time studying those whom they wish to sell that offering too.
So here’s an impassioned plea to get into the mind of the customers – build personas, create advisory groups, do anything – just focus on something other than the internals of your offering