Building customer advocacy – where trust and loyalty lead to customers fighting to stay with you – drives greater long-term profit and sustainability than endlessly chasing new growth. Better customers, not more customers, create compounding value. 

In part four of this series, Andres Zylberberg, Richard Peake challenge and I challenge the belief that growth for its own sake is valuable, contrasting transactional corporate relationships with the irreplaceability and advocacy owner-led businesses can build. 

We introduce a framework of customer types – advocates, sceptics, dealers, and buyers – and unpack how exceeding expectations creates loyalty and compounds profit. 

Takeaways 

• Better customers generate more value than constantly chasing new ones for growth. 
• Owner-led businesses thrive by building trust, loyalty, and advocacy with their customers. 
• Transactional relationships erode loyalty and make your business easy to replace. 
• Advocacy means customers trust you, stay longer, and refer others without prompting. 
• Focusing on lifetime value unlocks compounding returns and reduces marketing spend over time. 
• Exceeding expectations creates emotional loyalty that corporations struggle to replicate. 
• Building customer relationships is a strategic advantage, not just a sales function. 

Details of my new book:
Bigger isn’t Better, Better is Better: Avoiding the pressure of endless growth to build a better business (and better life) https://evolutionpartners.com.au/bigger-isnt-better/ 

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners 

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/ 

Books – Learn more about our books https://evolutionpartners.com.au/books/ 

Made to Thrive: The practical, prescriptive guide on how to be a great CEO 

Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 

Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster. 

Follow me:
on https://au.linkedin.com/in/bradleygiles
on https://twitter.com/Evolution_Perth 

Enjoying the show? Leave a review 

Support the show: https://www.facebook.com/evolutionpartnersperth

See omnystudio.com/listener for privacy information.