Whether they admit it or not, this is the only question that matters to your customers. If you cannot answer this question quickly, clearly and substantively, you will fail.The marketplace's unrelenting question to you is, “So, what’s in it for me?”
You must answer, “I will make you more profit than my competitors.”
You do this by repeatedly adding value, not just passing on costs, to your customers. Variously slow, superficial, complacent or arrogant companies are being obliterated; indeed, entire industries are disappearing because they are not providing sufficient value to changing marketplace realities.
Thorough, aggressive, proactive Business Planning is simply mandatory to adapt to changing values, information and technologies.