Most people in business truly believe that they know what their customer's want - even if they aren't quite achieving it.
I beg to differ - I used to be one of those people that assumed that I knew what customers wanted.
Unless business owners get this right, then they will struggle to grow at a pace that matches thier true potential.
The owner of my local morning coffee haunt believes all his customer's want is the best coffee available, which is true but not entirely. They want the best service too. Very few people like waiting 20 minutes for the 'best' coffee everyday. You need to deliver what your target market wants.
Perhaps conduct a survey and listen to your customers and provide what they want , geared to your commercial advantage.
Have a read of this digital trends infographic to gain some insights into the topic.