I was just reminded of this story:

A consultant at Black & Decker was giving a talk to his clients and held up a drill. "Is this what you sell?" He asked. He got a resounding yes. "So, do you think this is what your customers are buying?" Again, he got a yes. "No, they're not," he says. He produces a piece of wood with a hole in it, and points to the hole. "THAT's what they are buying."

'Customer solutions' not 'products' is the way to think of what is going on between you and customers. So, are you selling drills when your customers are buying holes?