Effective business leadership cannot happen in a vaccuum. It has to affect employees in ways that affect customers. Until your impact as a leader reaches all the way into the mind of a desired customer, you really haven’t accomplished anything.
What specific need does that customer have which they will be thinking of your product or service to meet? Customers think first of their needs and then they mentally list all of the ways a particular need can be met. How are you going to get your company to the top of that list for one or more of their needs? It starts with you influencing people in your company to keep that customer need top of mind. It then includes you influencing people to create greater value to meet that need. And then it includes you influencing people to let current and potential customers know that your company can meet that need extremely well.