115: Strategic Growth and the Commoditization Trap // Josh Greenbaum

Those numbers on your balance sheet - they have no meaning. We’ve been conditioned to believe that growing our revenue is the goal. But what today’s guest, Josh Greenbaum, wants you to think about is why you’re growing in the first place.

Josh has been an Advisory CFO for over a decade and what he’ll willingly tell you is that his work isn’t always easy to grasp. Like many of us who use our training and experience in multi-dimensional roles, Josh has had to explain why his services are different from those you can get with a low monthly fee. 

As we explore commoditization we talk about the human experience of what you sell. Once you can capture that in your messaging, it’s much easier to stand out.

In this episode we also cover, 

• Why numbers alone have no meaning, 
• The reason “do what you love” messaging impacts what we charge,
• Getting addicted to the process of growing, and
• Why profit first isn’t always the goal.

Visit Pattern of Purpose for full show notes and links to resources mentioned on this episode.