And when it comes to every business which provides a service to its clients, the biggest challenge goes beyond knowing what the client wants. Once a client knows what they want, its easy to find it through search. Answers are a click away.
As organizations, we have to curate choices, and dream for people who don't have the guts or time to dream for themselves. And the scary part is when the reply is a big NO (scary in this case goes both ways) which simply shows that what you're offering is making an impact.
Lead where you are, it makes a difference.