The first step in changing how you think is to consider thoughtfully the real purpose of your company in the marketplace in terms of a customer outcome or transformation. Think this through to the point-of-sales execution . How do you want salespeople to represent the purpose of the company when they’re face-to-face with customers?
What’s the big problem, need, or opportunity your organization addresses for its customers? It may be challenging in a B2B environment to capture this concept succinctly, but if you can, it will help to create the right kind of trickle down effect one that begins to frame your company’s raison d’etre (reason for being) around a customer problem, need, or opportunity.