Not Knowing This Value Equation Almost Cost Me Everything as a CEO

A vacuum cleaner, value exchange, and business profit

Many come to business, dreaming of gaining a lot. But they should be dreaming of giving a lot.

I didn’t know that when I was promoted to CEO in 2004. I asked the shareholders: “What do you expect from the business?” They shrugged, grinned, and said: “More profit.”

So, I saw the company I led as a vacuum cleaner—designed to collect as much ‘magic dust’ from the market as possible.

And that worked—for some time. We were growing by 30% every year. Clients loved us—or at least, I thought they did.

But in 2006, our competitor launched a groundbreaking product. I’ll spare you the technical details—ours required skilled workers and high commissions; theirs was a sleek, plug-and-play solution: cheaper and easier to use.

I saw the backs of my departing clients— no farewell, no blown kiss.

My shareholders wanted to show me the door. I managed to fix my mistake and realized one important thing along the way: those who think too much on profit and too little on customer value always lose in the end.

Thi…