Chase Customers

"It's sh-- when you think about wanting to cash out and you realize these ridiculous multiples are going to go away."

The president & CEO of a dot-com recently uttered this. Does this sound like a chief executive with a customer-focus? No. This is a CEO with only one person's interests at heart-his own.

This self-centered attitude doesn't build successful, market-driven companies. Instead, it reinforces the chase for money, not customers.

I encourage my clients to be the exact opposite. Externally focused. Customer directed. Many times though, this means you must put the customer's needs first-above your own.

So, resolve today to do things with the customer in mind-not your own pocketbook. Stay focused on these numbers: the number of new customers obtained and repeat sales generated. And let others concentrate on venture capital raised, multiples and strike prices.

Jay Lipe
President, Emerge Marketing