Marketing will say it's a brand position problem. Development will say it needs features done this way. Sales will say you need costumer X. Lawyers will say you

Marketing will say it's a brand position problem. Development will say it needs features done this way. Sales will say you need costumer X. Lawyers will say you need patents. Every role has an opinion, because they think the solution lies on what they know how to do best. And you know what, they're all right. The problem is how to find out who's more right than the others so you can allocate resources properly and coordinate the changes.