Growth or Bust

Chapter 11Stop Selling Products and Start Selling Profit

Creating a Culture Focused on Customer Profit Builds Your Profits

Profit is often maligned as a bad thing in our culture as large companies are chastised for monopolistic actions and “grossly excessive profits,” as some would call them. Because of this environment, many of your employees may be tainted with an improper appreciation for the requirement of profit as a way to deliver and measure value for customers. It is your job as a leader to create the right context for the profit focus—both for your company and the profits you help to deliver for others, especially your customer.

I’m shocked by the number of struggling companies where there is widespread misconception that the company ...