What’s the Big Idea? Try this simple experiment. Poll a cross section of key people in your organization and ask the following question: “What is the fundamental transformation that occurs in customers who choose to do business with us?” To answer this question typically requires thinking in a before-and-after mode. That is, what is the customer’s state before doing business with us, and how do we help to transform the customer’s situation to a more desirable state? What do customers really get if they choose us?