If you have a small handful of customers paying you significantly more than most of your customers, you’re no longer a product company — you’re actually a consulting company working for those big payers. You’ll do what they say — often at the detriment of your smaller customers — because the big guys pay the big bucks.
… in their context. I can cherry-pick something they’ve told me and weave Basecamp in as a solution. People get what your company does not because of what you tell them it does, but because of how they see it fitting into their world and how it can benefit them personally.