There's nothing as bad as a product nobody wants or a hidden benefit nobody knows about, to wipe out a business. Therefore, true value should be seen from an ideal customer's perspective.
When you know what customers want, you can identify the most suitable product from your current offerings or create new products to match. Secondly, backed with this knowledge, you can make sure any messaging about your products and brand positioning highlights the features and benefits your customers are looking for and differentiators that make you their first choice.
Two tools can help you understand your product and customer better namely, the product canvas
and the buyer customer persona. By identifying who best would buy from you and how your product satisfies them, you won't need to waste time, money, and effort on fruitless business activities.