Stop Letting Customers Define Value with Anthony DeShazor

Most companies make the mistake of letting customers set the rules for value. Anthony DeShazor says that’s the fastest way to lose renewals - even when you’re driving real impact. Alyssa Nolte digs in with him on how to rethink value, measure it the right way, and lead customers to see the bigger picture.

Anthony shares hard-won lessons from his time as Chief Customer Officer, where improving performance actually made the metrics look worse. Together, Alyssa and Anthony explore how to shift the conversation, set better expectations, and create customer relationships that last.

Why listen: This is for customer success, revenue, and leadership teams who feel stuck playing defense on churn. If you’ve ever delivered results but still struggled to prove value, this conversation will challenge how you think.

3 key takeaways:

• Why letting customers define value can backfire (and how to reset the conversation)
• How to connect your definition of value to what customers already track
• Why multi-threading and ongoing change management are essential in today’s fast-moving market

The Growth Signal is about rethinking the future of customer relationships. This episode with Anthony DeShazor will leave you asking: are you letting your customers decide your worth or are you leading the conversation?