4. What's in it for the customer?

If we don't first identify, specifically, what's in it for the customer in a macro sense, growing our company can be much more challenging than necessary.

In a micro sense, if we don't identify, specifically, what's in it for the customer for individual processes, we don't have the cornerstone for our training and gaining compliance from employees.

In either case, without identifying specifically what's in it for the customer, we also lose the foundation for our messaging, marketing and sales processes.