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Much of your strategy will remain under the covers and hidden from your customers. The only people really interested in your thought process will be companies that want a strategic partnership with you, the venture capitalists, the media, and business school professors who are writing case studies.

Your products, solutions, and services are what your customer will see, feel, touch, and buy. When he or she has a pain point, they will go shopping in the mall or browse the web. In reading about your product description, if the customer can connect the dots to their pain points, they will open their wallets.

Note that customers will look at the total cost of ownership of your products, solutions, and services, and not just solving the immediate pain point. They will look at terms, ease of installation, maintenance, after sales service, residue value, break-fix process, scalability, and a number of emotional factors such as the opinion of their peer group. Non-functional attributes, like color, play a role.

It is a deeply creative endeavor to design products that are a joy to purchase and use, and thus, a joy to make and sell.