The sheer amount of time invested... The love, care and dedication to delivering a great service, bringing a product to market - the time & capital cost of all that research, development, due diligence, testing, deal-making and distribution...
Can potential customers be induced to appreciate your offering in greater depth than they currently do?
You understand the unique benefits that your products/services convey (or even general benefits uniquely conveyed), as do your existing customers - but it is very likely that many potential customers do not.
While many facets of delivering marketing messages have remained unchanged, the pipelines of media delivery have changed significantly and - more significantly - the digital platforms to which prospective customers pay attention are constantly in flux. These days, people are reachable 24/7 and their tolerance for being merely 'sold' something is rapidly diminishing.
Increasingly, strong sales messages are best presented against a backdrop of informational media, case studies, storytelling, infographics... People are accustomed to being educated and informed as a prelude to being 'sold' something.
We must always ask ourselves: "Who we are addressing?", "Is the customer the end-user?", "In what way do they already perceive the type of product/service in question?"
Marketing messages must being tailored for delivery to specific people via a range of digital and physical channels and presented in the best possible way.