Your Customers Know It

Quick Insight

The purpose of our company can’t be hidden, even if we wanted it to be. Our products and services give signals of why we do what we do. It comes out in how we treat our customers. Creating value is about giving value. Value is the foundation of customer trust that leads to transactions.


“Just think for a moment about a doctor who is motivated primarily by money, compared to one whose sense of purpose comes from the desire to be a healer and to serve his patients with excellence. The doctor who is looking to maximize his income might make very different decisions than one whose primary focus is the quality of the care that he provides to patients. Given equal skills, which one would you prefer to have care for you in a life-or-death situation?” – Jim Loehr and Tony Schwartz in The Power of Full Engagement

Can your customers tell what drives you? We think the strategic plans and key performance indicator (KPI) dashboards that drive our profits are hidden from customers. 

The purpose of our company can’t be hidden, even if we wanted it to be. Our products and services give signals of why we do what we do. It comes out in how we treat our customers.

Creating value is about giving value. Value is the foundation of customer trust that leads to transactions. Ironically, you get more profits long-term when your balance purpose and profit

I wish you a clear purpose – both you and your customers – that leads to profits. I wish you well.

- Rob Stephens


Further Insight


CFO Perspective Resources

  • Free Download: Aspirations and Purpose Worksheet - The Aspirations and Purpose worksheet helps you clarify your personal aspirations and business purpose to set the direction for your company.
  • Course: Behavioral Finance - Overcome your destructive financial impulses by understanding common thinking mistakes. With my Behavioral Finance course, you can avoid these costly financial decision-making mistakes. The course will help you to learn science-backed ideas to make better financial decisions.

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