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Key Takeaways Chasing growth at all costs leads to betraying customers. Some of the most well-known companies siphon value from their customers while gradually letting their original product degrade.
Loyalty comes from offering long-term solutions. We stop being valuable the moment what we sell stops working as advertised.
Sustainable growth requires you to maintain the quality of your product, but it also requires you to maintain goodwill with your existing customers.
The single most important thing a company can do, if you believe most self-styled business gurus, is grow. This seems self-evident at first. Conventional wisdom tells us a growing business is more profitable, less vulnerable to competition and more sustainable in the long run.
But that isn’t always the case.
Responsible growth often achieves these goals, but pursuing growth at all costs usually works against them. And growing responsibly requires you to maintain the quality of what you offer so you can build long-term loyalty through consistent customer experience.
I steadily grew my company, Roof Maxx, from a fledgling business offering restorations for asphalt shingle residential rooftops into an eight-figure home service brand with dealers across North America. But we’ve always had one constant rule: We never chase revenue in ways that compromise the value we deliver.
Here’s why.
Chasing growth at all costs leads to betraying customers
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