Ambrose here. We've had some significant debates already, especially around getting people focused on which of their products/services actually make them money. Most businesses should be more focused on less areas of their business when it comes to focusing on your core product/service offering.
We also need to be clear about WHY customers come to you. This is what gives you your competitive advantage. Tip: once you're clear on your competitive advantage, check with your internal team and then check with your clients to ensure that what you think your competitve advantage is and what they think it is is the same!
Once you're clear on that tell ... well, EVERYONE. One thing I was always in awe of when I was working at Proctor & Gamble was that it was 100% clear to all employees across all divisions and levels in the company what made P&G better than its competitors with both their brands and as an employer. If a company that big ($75Bn+ turnover) can do this, shouldnt small to medium enterprises be able to do the same?