Let me start by defining marketing - I think that will help. ... The role of marketing is to build in the mind of the customer the complementary “mental product“: the clear picture of what the thing is that you want them to buy and how they would use it. You have to build the mental product before you can get somebody to buy the physical product. If your customers don't have a clear, effortless picture in their heads of exactly how they'll use what you're providing, they're not going to buy it.
[via Microsoft WebBlogs]
Exactly.