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. https://www.business2community.com/b2b-marketing/revenue-growth-is-best-pursued-indirectly-02110098
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REVENUE GROWTH IS BEST PURSUED INDIRECTLY
Most marketers will say that the “prime directive” of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating value for customers and providing great customer experiences. Paradoxically, the best way to grow revenue is by not making revenue growth the primary marketing objective. n life and in business, some of our most important goals are best pursued indirectly. All of us want to be happy, but we can’t achieve happiness by trying to be happy. Psychologists call this the paradox of hedonism or the pleasure paradox. The psychiatrist Victor Frankl described the pleasure paradox in the following way: “Happiness cannot be pursued; it must ensue, and it only does so as the unintended side effect of one’s personal dedication to a cause greater than oneself Business success is obviously different from personal happiness, but variations of the pleasure paradox also exist in the business world. The British economist John Kay has called one of these variations the “profit-seeking paradox,” which holds that the best way for a business to maximize profits is by not making profit its primary driving goal. DAVID DODD READ MORE