Rethink Success—Focus on Better, Not Just Bigger

Sean, a business owner, once joked that he ran the smallest 'Hotel California' in his industry—customers checked in and didn’t want to leave, not because he locked the doors, but because he paid attention to every single guest. He wasn’t interested in doubling his profit or branching out into flashy new markets. Instead, he walked his neighborhood every morning, brainstormed new ways to surprise his clients, and took personal care to answer questions, hello notes, and the occasional complaint himself.

On a Friday, he sent a box of chocolates with a hand-drawn cartoon to a loyal customer, just as a way of saying thanks. That $20 package became a talking point at the next big industry event. People mentioned the sweet gift more than the pricey course it came with. Word-of-mouth spread, and soon, customers began to refer their friends—not because of wild advertising campaigns but because they felt seen and valued.

Sean’s focus on making his products better for his current audience, rather than ramping up promotions for more sign-ups, defied the usual logic of endless expansion. Studies cited in business research reveal that customer retention and success are much stronger predictors of sustainability and referrals than raw acquisition numbers.

This business case shows that when you switch your energy from growing bigger to making existing customers happier, loyalty and profits follow—no matter how small you start.

Instead of pouring energy into chasing new leads, take time this week to check in with a few of your most loyal customers or users. Ask them directly how you could improve what you’re already offering, and then pick one suggestion you can act on quickly. Add a creative, generous touch—like a quick thank you note or unexpected bonus—to spark joy and cement the relationship. Watch how these small improvements trigger word-of-mouth and deepen trust. Try this now and see who talks about your work next.