Sometimes companies will define for customers what they do, not the value they provide. And sometimes companies create a solution that doesn’t clearly solve a customer’s problem as the customer may see it. This article proves with case studies how the customer’s perspective matters when positioning the value of a company’s solution. When repositioning a company and product to focus on the job that the customer wants to be done and the value that the company provide, rather than what it, the conversation between the company and customer changes and sales increases.