Not so, you say. It’s hard to find a company today that doesn’t claim to provide solutions to their customers. In fact, most companies’ products and services address some of the problems and needs of their customers, or they would fail to exist. What we’re really talking about is a matter of degree. The question isn’t whether your offerings solve problems and address real needs—it’s the extent to which your organization is aligned to successfully and consistently address those customer problems and needs better than your competitors. It isn’t just about listening to customers. It isn’t just about how you conduct the sales conversation. It isn’t just about how you communicate in the marketplace. It isn’t just about how you set product or service priorities. It’s about whether all these things are driven from a common frame of reference.