May 20, 2018

Best Customers Will Hold You Back

Down the road we have somebody who likes to receive the print version of the newspaper.


Your best customers (unless you are a fashion brand) don't like change. They like you just the way you are ... just keep giving them what they want.

Now, if you are the media company lying in the driveway, what is best for your long-term success? Do you keep tossing the newspaper on the driveway of your "best" customer, or do you do the hard work of moving into the future?

Profit per New Customer

It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...