Ask an entrepreneur about the biggest challenges in his business, and you will inevitably hear that his potential customers don’t see or understand the value of his product or service. The entrepreneur’s prospects are not buying, or they are asking for a lower price. One thing strikes me about this issue – entrepreneurs often “blame” the customer. The lament – why don’t these people understand how valuable my offering is? Why don’t they see that my offering is so much better than my competitor’s, (who just happens to be undercutting my prices)?