Some corporate mythology: A company that made its fortune selling drill bits was having difficulty with a sinking market. The president called together his leadership team from across the country. He brought in high priced consultants. He inquired of this brain trust whether or not anyone had any ideas about why drill bit sales were so dismal. One otherwise quiet executive from the Deep South raised his hand and said sheepishly “Sir, I think the problem is that we are trying desperately to sell drill bits, but what our customers want are holes.”