Simon Sinek is a consultant whose goal is to inspire businesses to great things by helping them discover why they do what they do. He says that all businesses know what they do, but few actually know why they do it. Businesses that only know what they do are only able to focus on the what. The unfortunate thing is that, no matter what kind of business you are in, chances are there is someone else out there that does it for the same price, has the same quality, and offers comparable service. Therefore, people do not choose you because of your what, they can only choose you because of your why.
I came across this fascinating interview with Simon. I highly recommend you take some time to watch it.
One of my favorite lines from the interview is, "Success [in your business] doesn't happen when you find the things that are wrong and try to fix them. Success happens when you find the things that are right and amplify them."