The way we look at things, the actual products and services you provide are the least important elements of your business or organisation. Controversial? Perhaps.
But your products and services are mercurial, ever-changing, ever-evolving.
They are merely the expression of your Purpose, and a result of How You Do Things.
And they're not what your customers are buying. In reality, they're buying what you stand-for, and buying the thing(s) that make you different from your competitors.
Let's face it, we'd be very surprised if you were the only ones doing what you 'do'. And even if you are, for now, if you're making money you can bet others will catch-on and you won't be the only ones doing it for long!
But you DO have products or service, so we'd better make sure they're efficiently delivered and profitable.