Most Market Access strategists ask: ‘how can my customers benefit from my product.’ In order to avoid the peanut butter approach, it might be worthwhile to instead ask, ‘how should my customers become? And how can my product help in that transformation?’

Peter Drucker said that the real purpose of business is to profitably transform a customer.

Who are you customers? What are they like right now? What do they need in order to become how you want them to be?