Hello and welcome to Business 300.

My name is Philip Kulenshov and this is 300 seconds about business.

We're all a busy people, so I have five minutes or less to get my point across.

Let me get to the point.

If business owners are to remain relevant in their value offering for their customers,

they must take on a value growth mindset.

A business owner aims to grow the value that his business offers and provides to his customers.

This requires you to care about making people's lives better.

But better is a vague term and is subjected to a standard. Better according to what? What's the spectrum? What's the grading curve? How do we know what is better? How do we know what direction

our pursuit of growing value should be pointed at? That value growth mindset is focused on the person

for whom I'm providing value.

In order for a business owner to be successful in his purpose of delivering value to a customer,

he must care about that customer and care about him as a customer, meaning as a person who is

the recipient of the value. What that means is that although all businesses are in the game to deliver value

to people in general, the value that businesses are to deliver is particular to their customer.

As you start pursuing value creation and value growth, you're going to realize that if you

want to serve your customers exceptionally, you're going to have to get into the nitty-gritty and create

specific and particular wins. Your approach toward value creation is contextual to your product

offering. Value is always particular. The value is to be specific and particular to the needs

of your customers and your business. This is where business owners are tested in their

resolve. It sounds fun to own a business and grow your profit. It's fun to think about serving

people and have a grandiose vision about how customers will love your value offering. Dreams and

...