E70 | Bigger isn't Better - Better Customers 4/7

The Evolution Partners · Oct 5, 2025 · 45m

Building customer advocacy – where trust and loyalty lead to customers fighting to stay with you – drives greater long-term profit and sustainability than endlessly chasing new growth. Better customers, not more customers, create compounding value. In part four of this series, Andres Zylberberg, Richard Peake challenge and I challenge the belief that growth for its own sake is valuable, contrasting transactional corporate relationships with the irreplaceability and advocacy owner-led businesses can build. We introduce a framework of customer types – advocates, sceptics…