What is it exactly that the people you serve are trying to achieve?   What’s the job they are trying to get done?  (Hint: it’s not ‘buy your product or service’).

How do they go about getting that job done?  What’s the process they follow to achieve it?  What difficulties do they encounter in that process?   How can you remove those difficulties for them?  How can you make the process simpler/easier/cheaper/safer/more effective?

What if you organised your business around these things, instead of around your own job to be done? (Hint: that’s probably ‘sell my products/services’)

Just a thought.