Product or service definition can seem an easy task. It allows you to choose your market and thus create a framework for prices. However, I frequently observe how few people fully appreciate what they are selling. For example, as per the MacDonald’s theorem, I teach catering businesses that they are offering an experience, with food as one integral part. A provider of office services learnt that what he was offering was actually “sales” – the lost or potential sales growth of his own clients.