Chapter 9. The path to growth – and riches too

On the face of it, the path to growth and a bright future for your company is a simple one. You sell more products, increase market share and in doing so create a more profitable and valuable company. However, once we begin to look more closely at the concept of 'market share', it quickly becomes apparent that you shouldn't necessarily be thinking in terms of a single or supposedly homogeneous customer base. Indeed, to fulfil your company's growth potential, you should be looking closely at how your customer base breaks down, why sub-groups within that target audience are buying your products, and how best you can deliver products or services that meet the requirements of those segments.


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