If you don’t think the internal perception of value to customers is pervasive in your organization, try this simple experiment. Take an informal survey of key executives in your company and ask the following question: “Do the offerings of our company consistently provide legitimate, defensible value to our customers?” What are the probabilities of getting a “no” response to this question? In fact, the mere existence of your customer base means hundreds, if not thousands, of customers have, at some point in time, been willing to part with their money to buy your offerings. So in many cases, flat or declining growth is often distilled into one fairly simple problem.