PART 1 WHAT IF EVERYTHING YOU KNEW ABOUT GROWTH WAS IRRELEVANT?

Referring back to my earlier point about so-called expert advice, there are predominantly two forms of advice that exist in the market today. The first suggests that CEOs, executives, and their teams should hunker down and focus on the “tried and true” methods that support growth such as brand building, customer acquisition strategies, and sales closing techniques. On the other hand, more and more information on the topic of revenue growth would suggest that all purchasing for products and services is moving online, hence the key to growth in today’s market is to introduce the software and technology that supports a virtual marketplace. What I’d like you to consider, however, is what if this information was only partially true? In Part 1, we explore these two points of view and the specifics behind them, crafting a clear vision of today’s customer, how they think, behave, and more importantly, what will make them take action and invest money.