Another company, after years of seeking to maximize profits
at the expense of growth, issued a corporate mandate to
generate at least 10% organic growth per year. The change in
strategy forced the fi rm to switch its focus from shrinking to
serve only its profi table core customers and competing on
the basis of cost or effi ciency to differentiating its products,
which led to a host of new product features and services that
appealed to a wider set of customers.