The focus group example illustrates the value of working "on" your business, not just in it.
If your business expertise is stringing tennis rackets you will eventually get sick of doing that 24/7, especially if your original business plan had you inventing a new synthetic string or targeting China as a viable market. It is easy to get consumed with the day-to-day needs of your customers and forget about the big picture aspirations.
Find an expert or experts. You may need a business coach, marketing expert, CPA or lawyer.
You may not be able to do it alone. Whatever you choose, find time on a consistent basis to step back and take the pulse of your business.
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