One very powerful question to ask yourself, if you run a business of any kind, is "what business are you in?" Another way to ask it is "what needs do I meet?". It's easy to say "I'm in the software business" or "I'm in the consulting business" but more people are saying "I hate the way we <something in their business>" than are saying "I wish I had new software" or "I wish I had a consultant."
This Harvard Business School article even says people don't really buy drills, or that isn't the need they are meeting when they go buy a drill - they buy holes. They want holes, and they buy a drill as a way of getting them. The only way you can sell them your drill is to relate it to holes. Being lightweight, for example, doesn't matter to someone who only plans to make a few holes at a time. But it's really important to someone who is going to make a lot of holes and has to slow down the pace because their arm aches from holding the heavy drill. Being cordless only matters if you can think to say "make holes anywhere!" to the purchaser. And so on. The rest of the article helps you try to understand what needs your product or service meets, and therefore how to adjust it or sell it so that you sell more of it.
I've said for years that we're in the problem solving business. We solve people's problems. We're more likely to use software to solve them than to come over to a client's house and build a shed in the backyard or mow the lawn - but we're not so much in the software business as in the problem solving business. If I write great software that doesn't help the problem, I've failed. Often our advice on process is as valuable as the software we write encapsulating that process. And of course when we're mentoring and advising other developers, we need deep technical chops but we need to remember that the mentee or advisee has a problem (our UI looks stale, we have to exchange information with a new business partner and don't know how, our application blows up under certain circumstances and we don't know why) and we are there to get that problem fixed.
As the economy worsens you are more likely to stay in business if you are sure what business you are in. It isn't obvious.
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