Every business starts out solving a problem. The difficulty becomes reminding people of that over decades. The collective attitudes of a business who has done the same thing for years moves from “we’re solving the problem of…”, to “this is what we sell, do you want it?”
And all that happens slowly. While no one is paying attention. It happens from personnel turnover. It happens from the building of systems and processes. It happens from becoming disconnected from the founder.
This is the path to dealing in commodities.
Commodities are difficult to sell on anything but price.
Commodities are a race to the bottom.
If you want to get back to solving problems, then perhaps you can break out of the commodities market. Perhaps it’s time to go back to the problem you solve, and consider what improvements you can make with the changes that have happened over that last couple decades.