Five common barriers to realizing value:

• The Relevancy barrier - Sellers unilaterally define the solution and thus are unable to create value that is relevant to customers.
• The Inflation barrier - Sellers sidestep their duty to inform customers of the implementation hurdles common to their solutions.
• The Comprehension barrier - Sellers incorrectly assume that customers are capable of understanding their complex problems and the complex solutions being offered.
• The Dilution barrier - Sellers accept the widely-used, price-based commodity approach to buying--and allow customers to unknowingly strip the value out of their solutions.
• The Implementation barrier - Sellers avoid value accountability and blame customers for solution failures.

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