All the ideas in this series ultimately revolve around four basic insights about growing a business. You can:

1. Increase the number of customers
2. Increase the number of times each one does business with you
3. Increase the average value of each transaction
4. Increase your own effectiveness and efficiency

Here are some other business principles that we will explore later in the series:

• What you can measure you can manage
• Build in unique core differentiators and focus on them constantly – it’s more important to be different than it is to be better
• Cutting the price is always an option but there is usually a better way – increasing value
• Break compromises and lower the barriers to people doing business with you
• Systemise every aspect of your business
• Empower your team to make it right for every customer
• Create a clear and detailed action plan


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