Profitability in its truest form is a reflection of both the value created for customers and value captured for owners of a business. Profit is what keeps a business alive and well.

Our position is that creating customer value is the single apex purpose of any business. By living up to that customer-centric purpose, business owners will benefit at least as much as customers (and likely more.)

Which means investing resources in the tools, tactics and technology that create substantial value for customers is simply a good business strategy.

Eliminating strategic complexity to supercharge execution is the right approach for every business and especially smart for small and midsize enterprises with lean operations.

Centering strategy on customer value is absolutely, positively the most practical path to profitable growth for Canadian Enterprises but not for every single customer segment:

• Some customers are much more valuable to a business than others.
• Some customers cost more to acquire and keep than they’re worth.
• Some semi-valuable customers can be converted to high-value customers 

We recommend Canadian Enterprises invest in the tools, tactics and techniques that will create the most value for the customers that are most valuable (profitable) to serve over the long run.

That’s Customer Strategy: making business decisions based on a deep understanding of which customers matter most and what matters most to them.

This modular program is how we help Canadian Enterprises get there: