The best thing you can do is to really listen to your clients (or customers if you are in resale). See if you can meet their needs by coming up with solutions or products that they really value. The other side of this, at least in my IT service-oriented business, is to show your clients the things that they really need. This might not have much “WOW-Factor” in it, and might be kind of boring, but you have to let them know the things they need for survival and also to flourish. The key is in educating and not confusing with too many options or needless complexity.
To “find a need and fill it” is a motto of entrepreneurship. Finding ways to fill needs better, more quickly, or lower cost is how to carve your niche in the marketplace