Talking to your customers to find out the #1 reason why they pay for your product is table stakes. Whether is be a physical good, digital good, or SasS, it doesn’t matter, you must be able to answer that question. Then, everything you provide your potential and current customers in advance -- blog posts, emails, webinars, consulting, demos -- needs to add value directly or indirectly to that reason. They are on their customer journey. Your job is to guide them down that path.