Before a company can get a clear view of its own value, it has to see its capabilities as they really are. This may be trickier than it sounds because the business world is constantly evolving.
Companies think they know their businesses and what they do particularly well.
For this to be true, customers have to feel the same way. A company needs to know who its target market is and how the market perceives its product or service now. It s very possible that a capability the company thinks is key may actually be of minor importance to customers. Likewise, a capability the company takes for granted and carries on as a sideline may be of critical importance in the market. In addition, a company has to offer customers more value than its competitors.