"We're in the furniture business, and I'll bet you have used some of our stuff if you spent any time in your college dorms. But, I'll tell you something, there's not much profit in that business- too many competitors, too much standardization in products. You know, buying on bids, from purchasing department product spec sheets. I was aware of what you said a while ago about core benefits, and creating product value around that core, like in service, image, warranty, etc. But, I'm not sure we could use that approach. Given that, physically, our desks and beds have to meet specs, how might we create value around that, to help us defend slightly higher prices?"