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Does your company have a mission statement? Are you a little embarrassed by it, or even baffled as to what it actually means? Or is it a clear statement which keeps you on the right track?
As a supplier, you need to give your customer as much help as possible to please the boss, who in turn wants evidence of how well the staff are doing.
In any company larger than a one- or two-man band, how much profit you can make the customer isn't going to be their primary concern.
You no longer have the option of signing one big purchase order for a giant trade show which everyone attends, or a magazine which everyone reads, because those things are dead. Instead you need to address lots of smaller audiences.
Even if you're being interviewed for an in-house initiative, such as a newsletter or blog, you should at least have thought about the approach you're going to take.