Charter is to invent a product in the minds of buyers. An idea-driven artisan who feeds on creative opportunity. It comes down to caring about your customers. People don't buy our services, products, or ideas. They buy how they imagine using them will make them feel.
People hate to be sold but they love to buy.
Never underestimate the market. Always, always, always look at things from the customer's point of view. Products are not real. Perception is reality. Give prospects what they want.