Get Growing

Chapter 1Changing the World with Outcomes

Back in the days of my fledgling printing business, I tried my hand at every marketing tactic that I could lay my hands on. From old‐school leaflet drops to making connections at networking events, sending out marketing faxes, and even the somewhat daunting cold calling, I threw myself into the task headfirst. It was certainly no walk in the park.

With meticulous effort, I designed a portfolio of polished marketing materials to showcase our outstanding printing and design services. Yet, despite the creativity and thought put into each piece, the response was disappointingly tepid.

The scanty clientele I did manage to attract fell into two distinct categories: those who had been let down elsewhere and required an urgent service, and the bargain hunters looking for a lower price. These two groups eventually formed the bulk of my inquiries. Yet the individuals seeking exceptional design and superior quality printing—the exact offerings we prided ourselves on—were conspicuously absent. The focus, it seemed, was primarily on speed and affordability.

Looking at other businesses in the locality that had been around for longer, I couldn't help but wonder about their success. They were charging significantly higher prices, and yet they seemed to be doing incredibly well. I found myself grappling with an enigma. Why would people choose to pay more to purchase from them? I was just as visible, promoting my services just as hard. Yet something ...