Understand your customers, their behaviours, their requirements. What are the moments of truth in their customer journey? How can you deliver an outstanding experience every step of the way?
Understanding the competition: how does your proposition compares to your competition? How are they dealing with a particular problem you are facing?
Understanding perceptions: how are you perceived by your targeted customers and your key business partners? What can you do to improve this perception?
Understanding industries: how do you demonstrate to your clients that you understand their industries, the key trends, the transformational environment, the shifting risks, the key players?