So What's the Big Idea?

Stumbled across in my reading last night:
"Clients and prospects have zero tolerance for marketing fluff, but a deep thirst for ideas that can help them. Selling services is not just about price, qualifications, or your firm's long string of success stories (as thrilling as those are). It's about the insights and ideas you bring to clients... if you can't provide great ideas, you might as well stay home."

Now, while this perspective applies to me and my work, it also applies to anyone who is in business to make a profit and make a difference. So, what's YOUR big idea? What problems are you solving? What solutions are you providing to your customers? How are you making them happy and coming back for more?

If you don't know... let me know