If you’re like most business owners I work with, you probably have a clear vision of what you want: loyal customers who return time and again, a team that’s engaged and productive, and partnerships that help your business grow. But here’s the real question—how do you actually get there?
The answer might surprise you. It’s not about pushing harder for sales or micromanaging your team. The real secret to business success lies in something much simpler, yet far more powerful: serving others authentically.
Why Serving Others Is the Ultimate Business Strategy
Dale Carnegie, author of the timeless classic How to Win Friends and Influence People, put it best:
“The rare individual who unselfishly tries to serve others has an enormous advantage.”
This isn’t just a feel-good quote—it’s a proven strategy that underpins the success of the world’s best businesses. When you focus on understanding and meeting the needs of others—your customers, your employees, your suppliers—you create a ripple effect that transforms your entire business.
From my own experience coaching SMEs, the businesses that grow the fastest and sustain that growth are the ones that put people first. Let’s look at how this principle applies across the key areas of your business.
- Winning Customer Loyalty: It’s About the Experience
Customers today aren’t just buying a product or service—they’re buying an experience. If you want to keep them coming back, you need to show that you genuinely care about their needs and challenges.
Start by listening. Engage with your customers, ask for feedback, and use what you learn to improve your offering. When customers feel heard and valued, they’re far more likely to stick around—and to tell others about your business.
Practical Tip:
Make it a habit to check in with customers after a sale. A simple follow-up call or email can turn a one-time buyer into a loyal advocate.
- Retaining Productive Employees: Support and Recognition Matter
Your employees are your business’s most valuable asset—something I emphasise in every strategy session and in my book. When your team feels supported and appreciated, they’ll go the extra mile for your business.
This goes beyond their remuneration. Employees want to know their work matters. Recognise their achievements, provide growth opportunities, and create a culture where everyone feels safe to contribute ideas.
Practical Tip:
Hold regular team meetings where everyone can share wins, challenges, and suggestions. This builds trust and surfaces great ideas you might otherwise miss.
- Building Strong Supplier Partnerships: Think Long-Term
Suppliers and stakeholders aren’t just vendors—they’re partners in your business journey. When you treat these relationships as win-win, you build a network that supports your growth.
Work towards shared success. Instead of focusing solely on price or short-term gains, look for ways to help your suppliers succeed. This could mean paying invoices promptly, collaborating on new solutions, or simply maintaining open communication.
Practical Tip:
Schedule regular check-ins with your key suppliers. Ask about their challenges and look for ways you can support each other’s growth.
A Real-World Example: Patagonia’s Purpose-Driven Success
Let’s look at Patagonia, the outdoor clothing company that’s become a global leader not just in sales, but in purpose-driven business. Founder Yvon Chouinard didn’t set out just to sell jackets—he wanted to make a positive impact for customers and the planet.
Patagonia’s commitment to quality and sustainability is legendary. They famously ran a Black Friday ad urging customers not to buy their products unless they truly needed them. This bold move built massive trust and loyalty—customers knew Patagonia cared about more than just profits.
But it doesn’t stop with customers. Patagonia invests heavily in its employees, offering above-average benefits, professional development, and a culture of respect. According to a recent Most Loved Workplace report, 93% of Patagonia employees are proud to work there, and 91% feel genuinely cared for.
In 2022, the Chouinard family transferred Patagonia’s voting stock to a nonprofit, ensuring the company’s environmental and social responsibility mission would continue for generations. The result? Patagonia enjoys strong profits—about $100 million annually—while staying true to its values.
How to Apply This Philosophy in Your Business
You don’t need to be a billion-dollar brand to benefit from authenticity and service. Here’s how you can put these principles to work, no matter your business size:
- Put Customers First
- Listen actively to their needs and feedback.
- Go beyond transactions—build genuine relationships.
- Solve real problems, not just the ones that are easy for you.
- Create a Positive Work Environment
- Recognise contributions, big and small.
- Provide learning and growth opportunities.
- Foster a culture of trust, respect, and open communication.
- Build Meaningful Partnerships
- Treat suppliers and stakeholders as partners, not just resources.
- Look for ways to create mutual value.
- Communicate openly and proactively.
- Stay True to Your Values
- Align your business practices with your core beliefs—whether it’s sustainability, ethics, or community support.
- Be transparent and consistent in your messaging and actions.
- Remember: authenticity builds trust, and trust builds loyalty.
- Give More Than You Take
- Mentor others, support your community, and look for ways to help without expecting immediate returns.
- Generosity creates goodwill, which often comes back in unexpected ways.
The Ripple Effect: Why This Approach Works
When you focus on serving others, you create a business that people want to support—whether they’re customers, employees, or partners. This approach builds trust, fosters loyalty, and opens doors to new opportunities.
I’ve seen this play out time and again with my clients. When a business owner shifts from “What can I get?” to “How can I help?”—growth accelerates. Teams become more engaged, customers become more loyal, and partnerships become more fruitful.
In $20K to 2 Million in 2 Years, I share stories of business owners who transformed their results simply by putting people first. The lesson is clear: success is a byproduct of service.
Final Thoughts: The Real Secret to Getting What You Want
The secret to getting what you want in business isn’t about chasing your own goals at the expense of others. It’s about genuinely caring for your customers, your team, and your partners. When you help others achieve their goals, you’ll find that your own success follows naturally.
Patagonia stands as a shining example, but any business—large or small—can apply these principles. As Dale Carnegie said, “The rare individual who unselfishly tries to serve others has an enormous advantage.” Make this your mindset, and watch your business thrive.
Ready to put these principles into action? Explore more strategies on our blog, or reach out if you’d like personalised support in building a business that truly serves—and succeeds.
FAQs
- Why is authenticity important in business?
Authenticity builds trust, strengthens relationships, and fosters long-term success. People prefer working with businesses that genuinely care. - How does serving others help my business grow?
When you prioritise customer satisfaction, employee well-being, and ethical partnerships, you naturally attract loyalty, referrals, and opportunities. - What are some ways to create an authentic brand?
Focus on transparency, consistency, and alignment with your values. Engage with your audience, be honest in your messaging, and prioritise service over sales. - Can small businesses implement Patagonia’s approach?
Absolutely! Small businesses can build loyalty, support employees, and align with their values on a smaller scale, leading to sustainable growth. - What’s the biggest mistake businesses make when trying to be authentic?
Pretending to be something they’re not. Customers and employees can spot inauthenticity a mile away, so always align your actions with your values.
