I had the opportunity to spend the day today with an inspiring group of business leaders. They are all owners of their business, or senior level executives, who are competing in a challenging market. They are dealing with aggressive competitors, a difficult economy, as well as smarter and more demanding customers. The end result, of course, is that they are fighting the forces that are trying to commoditize them.

Their theme is, "You're Worth IT!" The "IT" represents the value of their enterprise solution. They, as a group, certainly know that they are more than just products, service, service contracts, financing, etc. What we talked about today is that their enterprise value is made up of so many elements - their products, services, experience, expertise, network, industry experience and importantly their knowledge of the customer.

They get it, and their value really is impressive. Now the task is to get the rest of their teams to get it...