Being different, bigger, or cheaper isn't always enough to win or keep customers. The truth is, customers don't always know what solutions or products will help them. What they are keenly aware of, however, are the challenges they face. That is where you come in. Regardless of your industry, you need to address your customer's unmet needs, and to do this, you need to understand the biggest problems they face. In this course, we'll talk about how to find that information. We'll go over using existing customer data, asking relevant questions, analyzing the competition, and how to differentiate yourself.