This is what you might be missing....Value.

The customer’s perception of value is different than yours. You must understand this...and adapt. Ethics demand that you understand your customer’s perception of value and do all you can to add that value. Doing what everyone else is doing is not an option. There’s no value in that. There’s value in contrast.

Chris Elmore and Brandon Cockrell discuss the perception of value, the ethics of value, and how you can add value for your customers.