When was the last time you answered these three questions from the perspective of your client or customer: Why you? Why now? What makes you relevant?
Better yet, when was the last time that you asked them for their candid feedback?
It’s important to ask on a regular basis because your customers are doing so every day.
Admittedly, people and companies that sell technology products and services go through this exercise more often. They are always trying to define and refine their Unique Selling Proposition (USP).