Too many companies fall into the trap of thinking making money is the goal. It’s not and when this becomes the goal, you’ve seriously lost your marbles. The problem is that you can make money all sorts of ways that aren’t sustainable or good for the customer. For example:

• Add hidden fees
• Increase prices without increasing value
• Shed low-margin products that customers like

How about thinking about what you truly want to do for your customers, or better yet, what you want to do for a community or niche? Then think about what they need that is in your realm of competency. And give it to them. And charge them the right price for it.

Revenue is not an objective. It’s the outcome of solving customer problems well.

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