We make decisions to solve our customers’ problems. Period. Not to get the company short-term wins. Not to respond to a competitor. No matter your role, put the customer at the center of your decisions instead of yourself or your team. Spend time every day getting to know the customer a little bit better than you did yesterday.

To succeed, we need to understand the customer’s problems and goals so well that we can anticipate their wants before they do. We need to constantly seek their feedback and ensure they never have to ask for help. We need to earn their trust through daily action. When everyone is focused on the customer, the impact is real and visible. The chance to make that impact drives us.

In B2B, the experience is typically everything but customer-first.

Many of us focus our message on the product – telling the buyer how amazing it is, how fast it is, and how it will solve all their problems. Then we force people through lead forms, funnels, gated content, endless emails, and countless other friction points – instead of treating these potential buyers like real people. We’ve forgotten how to have actual conversations.

These processes were built for a world that no longer exists. In fact, they were built for later. Fill out a form, give out your email address, and someone will get back to you, later.

That worked when businesses had all the control. But this is the age of the customer – the age of Uber, Netflix and Amazon. And that means the customer has all the power. And they’re more ready than ever to switch to a competing product if they don’t find value in yours. That’s why our first Leadership Principle switches the focus from lead generation to customer success and experience.

You can see this commitment to the customer illustrated in our logo – it symbolizes bringing people together. Our logo serves as a constant reminder to do everything we can to put the customer first, to support them and help them be successful.

How do you build an enduring company?

You have to build an enduring culture first. Find out what principles can get you there.

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