Do you know what your customers value about your products and/or services? Might there be any aspects of what you are offering that you may value, but that your customers don't?
In a scene from the holiday movie "Love Actually" one of the characters is at a store and asks for a gift to be wrapped. There is an elaborate process the store clerk uses to wrap the gift (see the video below). The store clerk and/or his employer apparently feel that the extravagant wrapping job is providing an incredible extra touch to the gift, but is oblivious to what this particular customer values: a quick, decent wrapping job. It's a humorous reminder of the importance of making sure that the products or services that we offer in our businesses are aligned with what customers value - and that we aren't adding unnecessary complexity, cost, and features.