In a lot of industries, buyers love the product but hate the process. Think about buying a car or applying for a mortgage loan as examples. Imagine if the buyer could love both product AND process. Here’s an example. Buy something at an Apple Store, and you’ll probably never see a cash register. Your Apple rep will use a handheld device to ring up your transaction right where you are – no standing in line. What part of your process do customers dislike? How could you change that – and then market the change – to sell more of your product or service?