Reframe your entire business from the point of view of your clients.
Instead of what you sell consider what they buy: what problem does it solve for them? How will their lives improve? How do they use your product/service?
How do they buy from you? What experience do they get? What language do they use when discussing their own situation and problem? What outcome do they want?

Create a message and position within their context and language, and then move on to the launch strategy and tactics.