A fantastic presentation by Guy Kawasaki (about 55 minutes) that is worth the watch.

What does Nike sell?

1. two pieces of cotton, one piece of leather, and some rubber
2. "Authentic athletic performance"

Obviously, #2, but how often do you sell features or the items that you use to make the experience?

Think about what you are delivering and what your customers are looking for.

That's just the first slide of his presentation.

Another example....what does Fed Ex sell?

1. package delivery
2. peace of mind

Something to think about.