Every single business that exists only has one job to accomplish.
That one job is incredibly simple.
That job is to get and keep a good customer.
To accomplish this job successfully there are only two business disciplines that can deliver on this outcome - marketing and innovation.
Marketing being everything that a company does, but from the customer's perspective; and innovation, being the ongoing process of developing and introducing new commercial value into the relationship that you have with the customer.
Everything else is as a consequence of getting this right.
Growth, profitability, retaining talent, sales etc ...everything; falls into place when a business has a strong brand that keeps the cost of acquiring a new customer low, and the retention rate of keeping good, enthusiastic, free-spending customers high.
If the metrics on your customer-centricity dashboard are not lighting up the room, you have just 'one job' to focus on getting right.
If you're trying to build a sustainable business that's fit for the future, the 'one job' is exactly where to direct your efforts.
Without a strong, healthy relationship with the right clients, a business is nothing.