If you watch and listen to the BMW advert you'll pick up a phrase "we realised a long time ago that what we make people feel is just as important as what you make".
BMW understand that they sell feelings....and the feeling they want you to buy is joy!
What do you sell? How do you want clients to feel? What are you doing to ensure clients feel the way you want them to? How many systems do you have to create feelings?
If you don't know what you're selling, how are you going sell it!