The purpose of a business is to earn, keep and grow a customer. This is achieved by delivering value. And that means meeting the needs of the customer. Such common sense is anything but common.
The successful start-up becomes performance, process and procedures driven as it scales. It does so to manage costs, maximise profits and satisfy investors. In this process, it often becomes less sensitive to the changing needs and tastes of customer. Innovation focused on creating significant additional value gives way to incremental innovation with the aim of value extraction and growth begins to slow. Then maturity leads to decline in the usual life cycle of a business.
Staying focused on customer-value creation is the way to avoid this trap and achieve sustainable growth. Valueism and the discipline of the Value Scheme offer way to keep the focus.