"A lot of CEOs that I have met and helped over the years thought that they were in the product business. Selling products to customers," says Robert M. Donnelly, author of Guidebook to Planning--A Common Sense Approach to Building Business Plans for Growing Firms. "What I got them to understand that helped them refocus was that you are in the customer business. Your business is about finding, satisfying, delighting and growing the value of a customer."
Source: Chief Executive, http://www.chiefexecutive.net