In other words, it is incumbent on customers to reverseengineer their way from the “solutions” that are being provided to an understanding of how these so-called solutions address their actual business problems. As products and services become more complex, the ability for customers to trace their way from problems they are experiencing to the appropriate solution components becomes increasingly daunting. They can’t figure out which features of which products will help them resolve the set of problems they face. This “problem-solution traceability” challenge, illustrated in Figure 4.2, is why companies often turn to external experts to help them unravel the feature/function relevance of the potential solution.