Price vs Value: What Are You Really Paying For?

 

What Are You Really Paying For?

Introduction

We live in a world where price is often the first thing people see, the number we compare, and the lever we pull when making decisions. But ask yourself: What are you really paying for?

I was reminded of this today while getting my Warrant of Fitness (WOF). I could have booked elsewhere in town for slightly less, but that would’ve meant waiting one or two days. Instead, I chose to pay a little extra to have it done immediately. What I was really paying for wasn’t just a check on my car, it was also convenience and immediacy.

This small example highlights a bigger truth: price is not the same as value. Let’s explore why.

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Price Is Only Part of the Value Equation

Most of us have been trained to see price as the measure of worth. Cheaper equals better savings, right? Not always.

Price reflects only the upfront cost. Value, however, is everything you get in return. And sometimes, the value is hidden until you step back and ask, “What’s included? What problem is this actually solving for me?”

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A Sales Story: Why Higher Price Can Mean Higher Value

In my sales career, I often faced pushback on pricing. Clients would compare us against competitors and wonder why we were more expensive. On paper, their numbers looked sharper. But the reality? We weren’t selling the same thing at all.

Our solutions included far more than equipment:

• Design: Tailored to the unique needs of each client.

• Build & Programming: Systems crafted for seamless integration.

• Testing: Every solution was plug-and-play ready, reducing downtime.

• Quality Components: Only the best parts, guaranteeing longevity and reliability.

The competitor’s offer may have been cheaper at first glance. But clients who chose us weren’t just buying hardware, they were buying certainty, peace of mind, and time saved later.

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The Hidden Layers of Value

So, what are you really paying for? Often, it’s one or more of these layers:

1. Speed
   Sometimes, you’re paying for something to be done right away. Like my WOF experience, the faster option cost more, but the value was in getting my car back on the road without delay.

2. Expertise
   You’re also paying for the knowledge and skill behind a product or service. Expertise ensures fewer mistakes and better outcomes.

3. Reliability
   The cheapest option may look appealing, but how reliable is it? A reliable solution saves you from costly breakdowns or repeated purchases.

4. Experience
   This isn’t just about customer service it’s about reducing stress. A smooth, professional process can be worth more than a small saving.

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The Hidden Cost of “Cheap”

It’s easy to be drawn to the lowest number. But the cheapest option often comes with hidden costs:

• More time lost in waiting.

• Extra repairs or replacements later.

• Frustration from poor service.

• Missed opportunities because the job wasn’t done right the first time.

In other words, the price you see isn’t always the price you end up paying.

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Everyday Examples of Paying for More Than Price

• Flights: A budget airline may cost less, but add up baggage fees, lack of flexibility, and poor service suddenly, the “cheaper” flight isn’t so cheap.

• Technology: A bargain laptop may save money upfront but need replacing in two years, while a higher quality one lasts twice as long.

• Professional Services: A cut-rate consultant might deliver a report, but an experienced advisor gives insights, strategy, and implementation support.

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Asking the Right Question

So, when you’re making your next decision, don’t just ask, “How much does it cost?” Instead, ask:

• What am I really paying for?

• What is included in this price that I might not see at first glance?

• What will this save me in time, stress, or future expense?

When you shift your focus from price to value, you make smarter, longer-lasting choices.

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Final Thoughts

Price is simple to compare. But value? That requires thought. The truth is, you’re rarely just paying for the item or service itself. You’re paying for the expertise behind it, the reliability it offers, the convenience it brings, and the confidence that it will solve your problem the right way.

The next time you’re weighing up your options, resist the temptation to focus solely on the price tag. Instead, ask yourself: What am I really paying for? Because often, the cheapest option costs the most in the long run, while the right choice delivers the value where it matters to you.

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At Josty, we help businesses uncover and communicate their true value, so customers see more than just a price tag. If you’d like to explore how to position your business on value rather than cost, get in touch with us today.

Post written by Jason Jost

Why Customers Stay or Leave a Supplier

For any business, the question of customer retention is fundamental. Why do some customers stay loyal for years, while others leave after a single transaction? The answer directly impacts profitability and long-term growth.

Customer loyalty is never a given. In both B2B and B2C, it must be continuously earned. While many organizations focus on acquiring new customers, the real foundation for growth is a loyal customer base. Retaining an existing customer is far more cost-effective than acquiring a new one. Loyal customers buy more, refer others, and become brand advocates. Conversely, a single negative experience can result in a customer leaving, and once they're gone, it's difficult to win them back.

This blog explores the reasons customers stay and leave, highlighting the strategies that can help you reduce customer churn and build a resilient business.

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Why Customers Stay

The decision to stay is a mix of rational and emotional factors. When customers feel valued, they're less likely to look elsewhere.

Trust and Reliability

At the heart of every strong supplier relationship is trust. Customers need to know you'll deliver on your promises. In a B2B setting, a missed delivery can halt production, costing thousands. In B2C, a late or faulty product damages confidence and discourages repeat purchases. Businesses that build a reputation for reliability gain loyalty because customers know they can depend on them.

Service and Product Quality

Service quality is often the deciding factor. Customers want accessible support, fast response times, and proactive problem-solving. A supplier who takes ownership of mistakes and resolves them quickly demonstrates a commitment to customer satisfaction. Similarly, product quality is non-negotiable. When quality slips, customers start looking for alternatives. Beyond quality, innovation plays a crucial role and suppliers who regularly improve their offering signal that they are forward-thinking and committed to long-term value.

Strong Supplier Relationship

A strong supplier relationship is more than just a series of transactions. It's built on transparent communication, shared goals, and aligned values. Personalised engagement, regular check-ins, and collaborative problem-solving strengthen the partnership and make it harder for competitors to disrupt.

Perceived Value and Convenience

Price matters, but it's rarely the only factor. Customers stay when they perceive that they are receiving greater overall value, which includes quality, service, and reliability. Additionally, high switching costs, whether financial or just the effort involved in changing, can keep customers with existing suppliers. For B2C customers, convenience and habit play a similar role.

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Why Customers Leave

Just as loyalty is earned, so is disloyalty. Customers leave when they feel undervalued, disappointed, or neglected.

Missed Promises and Inconsistency

Nothing erodes trust faster than a broken promise. Delays, frequent errors, or inconsistent service drive customers away. When businesses repeatedly fail to deliver, customers begin to doubt every commitment.

Poor Quality and Competitor Advantage

When product or service quality declines, customers notice. They may tolerate minor issues initially, but repeated failures will push them toward competitors who offer better solutions. In a competitive market, if a rival offers more innovative or cost-effective solutions, customers may switch.

Lack of Communication

Customers want to feel valued. A lack of communication, whether ignoring feedback, failing to provide updates, or not checking in, makes customers feel invisible. If you don't engage with your customers, your relationships will weaken over time.

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Why New Customers Don't Return

Securing a new customer is only half the battle; retaining them after their first transaction is the real test. First impressions matter. A confusing onboarding process or unmet expectations will lead to quick churn. If the experience doesn't match the marketing, a new customer feels misled and has no reason to return. Transactions alone rarely build customer loyalty.

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Strategies to Improve Customer Retention

Businesses can actively shape retention outcomes by prioritising strategies that strengthen relationships.

• Continuous Customer Feedback: Gathering and acting on feedback builds trust and reveals problems before they lead to churn. Customers who feel heard are more loyal.

• Proactive Problem-Solving: Mistakes happen, but a proactive recovery can turn dissatisfaction into loyalty. Taking ownership and resolving issues quickly demonstrates your commitment to customer satisfaction.

• Build a Retention-Focused Business Strategy: Retention should be central to your business strategy, not an afterthought. Set KPIs for churn, embed customer-focused processes, and train your staff in relationship management.

• Invest in Service and Supply Chain Management: A reliable supply chain is essential. Investing in logistics, technology, and staff training improves consistency and reduces errors, which directly impacts customer loyalty.

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Final Thoughts

Customers rarely leave for no reason. They leave because expectations were not met, promises were broken, or competitors offered more. They stay when they feel valued, supported, and confident in your ability to deliver.

At Josty, we believe every organization should invest as much energy in retention as in acquisition. Customers who stay provide stability, advocacy, and long-term profitability. Understanding why customers stay and why they leave is the first step toward building strategies that Empower Growth and Secure Success.

Post written by Jason Jost

The CEO's Playbook: Winning Business Strategy for 2035

In today's rapidly changing global economy, CEOs of small-to-medium businesses face a mix of unprecedented opportunities and significant risks. A long-term strategy that balances innovation, technology integration, and sustainability isn't just an option, it's essential for survival and growth. This playbook outlines practical frameworks and future-proofing techniques to help leaders craft a winning strategy for the next decade, ensuring growth, resilience, and a lasting competitive advantage.

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Why Strategy Demands a New Mindset

The pace of change has never been faster. Emerging technologies, shifting consumer expectations, and intensified global competition are reshaping industries, leaving little room for complacency. The strategies that worked five years ago are unlikely to be effective in the decade ahead. For New Zealand businesses, the global market is more accessible than ever, but it also brings new vulnerabilities. Digital transformation, automation, and AI are democratising opportunity while simultaneously intensifying competition. Meanwhile, sustainability and ESG (Environmental, Social, and Governance) responsibilities are now critical factors shaping investment and customer loyalty.

At Josty, we believe empowering growth requires more than reacting to trends. It demands a proactive approach to business model innovation, underpinned by clear strategic planning, robust leadership development, and a commitment to continuous corporate development. The next decade will reward businesses that blend market analysis, data analytics, and risk management with a culture of agility and resilience.

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Core Elements of a Winning Business Strategy

A long-term strategy provides stability and direction in a world defined by volatility and uncertainty. Key factors driving this need include:

• Globalisation: SMEs must both compete globally and defend against international competitors in local markets.

• Technological disruption: Technology presents both a risk (e.g., cybersecurity threats) and an opportunity (e.g., automation).

• Customer expectations: Modern consumers demand innovation, sustainability, and digital-first experiences.

Future-proofing your business is about adaptability, not just efficiency. You must invest in innovation to stay relevant and build resilience into your operations by diversifying supply chains and adopting flexible business models.

Here are the core elements to focus on:

• Market Analysis and Foresight: A deep understanding of the market is the foundation of strategic planning. Use data analytics to track customer needs, competitor moves, and industry shifts. Conduct regular market analysis and invest in scenario planning to test the resilience of your strategy against multiple futures.

• Technology Integration and Digital Transformation: Digital tools are no longer optional. Implementing automation can reduce costs, while leveraging AI can enhance forecasting and customer personalisation. Prioritise cybersecurity to protect your business in a digital-first world.

• Building Competitive Advantage Through Leadership and Culture: A winning strategy is executed by people. Strong leadership and a resilient organisational culture are crucial differentiators. Foster a culture of innovation, invest in leadership development at every level, and encourage cross-functional collaboration to enhance agility.

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Practical Frameworks for the Next Decade

• Data-Driven Decision-Making: Data analytics is a central driver of business innovation. Leaders must embed data into everyday decision-making, using analytics for predictive modelling and customer insights.

• Sustainability and ESG Considerations: Sustainability is no longer a choice it's a requirement from investors, customers, and regulators. Embedding ESG principles into your strategic planning can drive efficiency and enhance brand reputation.

• Risk Management and Adaptability: The only certainty about the next decade is uncertainty. Build risk management into your strategy by identifying key risks, creating contingency plans, and building flexibility into your organisational structure to pivot quickly.

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Emerging Trends Every CEO Must Watch

• AI, Automation, and Data Analytics: These technologies will redefine industries, driving efficiency and unlocking new opportunities. Businesses that embrace them early will establish a significant competitive advantage.

• Talent Management and Leadership Development: Future success hinges on your people. Retaining top talent requires a focus on organisational culture, flexible work models, and continuous leadership development.

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Expanding the Playbook: Strategic Priorities

• Customer-Centric Innovation: Place your customers at the heart of every decision. Use technology for personalisation and build feedback loops to act on customer insights in real-time.

• Strategic Partnerships and Ecosystems: No business operates in isolation. The future will reward companies that build strong ecosystems of partners and suppliers. Explore cross-industry alliances and consider mergers and acquisitions to accelerate growth.

• Agility in Business Model Innovation: The ability to pivot quickly will define the winners of 2035. Treat business model innovation as an ongoing process, whether through new subscription models, platform strategies, or hybrid operations.

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A 10-Step CEO Action Plan for 2035

1. Define Your Long-Term Vision: Create a clear strategic direction for the next decade.

2. Conduct Deep Market Analysis: Use data analytics to understand customers, competitors, and regulatory changes.

3. Prioritise Digital Transformation: Invest in automation, AI, and cybersecurity as core enablers.

4. Embed ESG into Strategy: Align operations with sustainability goals.

5. Strengthen Organisational Culture: Build a culture of innovation, wellbeing, and leadership development.

6. Diversify and Build Partnerships: Reduce dependency on single suppliers and explore collaborations.

7. Adopt Agile Business Models: Be ready to pivot with new revenue streams and offerings.

8. Build Robust Risk Management Frameworks: Prepare for supply chain, financial, and technology disruptions.

9. Set Measurable KPIs and Governance: Track progress with clear metrics and leadership accountability.

10. Commit to Continuous Adaptation: Treat your strategy as a living framework, refined regularly to align with new trends.

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Final Thoughts: Building the Strategy for 2035

The path to 2035 won't be linear. The challenges of globalisation, technological disruption, and sustainability will continue to reshape industries. However, with the right long-term strategy, small-to-medium New Zealand businesses can thrive.

At Josty, we are committed to empowering growth and securing success for businesses across New Zealand. Our expertise in strategic planning, leadership development, and corporate advisory equips SMEs with the tools they need to build winning strategies for the decade ahead. The next 10 years will reward organisations that act boldly, innovate consistently, and cultivate resilience at every level.

Post Written by Jason Jost

The Art of the Upsell: Sales Advisory for Hidden Revenue

The fastest path to business growth is often through your existing customers, not new ones. By taking a sales advisory approach, you can uncover hidden revenue through strategic upselling and cross-selling. This blog will explore why simple transactional selling fails and how frameworks like solution selling can generate long-term revenue.

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From "Is That All?" to Strategic Growth

For many businesses, sales is a simple transaction. You get an order, you fulfill it, and you ask, “is that all?” This approach is a missed opportunity. It closes the door on further value and leaves money on the table. Think of the difference between a simple transaction and McDonald’s famous "Would you like fries with that?" a small question that has generated billions in extra revenue. In the world of B2B sales, the opportunity runs even deeper.

I once got a call from a customer who needed a battery charger. Instead of just taking the order, I asked a few questions and discovered they didn’t just need a charger they needed a complete system, including a cabinet, breakers, batteries, and commissioning. What could have been a low-value sale became a full project because I took on a sales advisory role.

The key to upselling is not to push unnecessary extras, but to uncover and solve your customers' unmet needs.

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Why Upselling Matters for Business Growth

Acquiring new customers is expensive. It requires significant investment in marketing, lead generation, and long sales cycles. In contrast, expanding with your existing customer base is incredibly cost-effective. They already know and trust your brand, so selling them additional solutions reduces your costs and increases profit margins. A customer who buys once may generate a small amount of revenue, but one who continues to engage in upsells and cross-sells becomes a high-value, long-term partner, dramatically increasing their lifetime value.

The transactional “is that all?” approach fails because customers don’t always know what they need. By asking deeper, consultative questions, you get a clearer picture of their full project or challenges and can identify revenue opportunities they haven’t considered. This shifts your role from a simple vendor to a trusted advisor.

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Sales Advisory: A Framework for Hidden Revenue

A sales advisory approach transforms the sales process from a transaction into a strategic partnership. Instead of just selling products, you become a problem-solver.

Consultative Selling

This method puts the customer's needs first. By taking the time to understand their challenges, you can build trust and credibility. This helps you identify gaps and opportunities for value addition across their business, positioning you as an advisor rather than a supplier.

Account Management and Growth Planning

Effective account management goes beyond just maintaining an account; it involves actively nurturing it for growth. This includes:

• Scheduled account reviews: Discussing upcoming projects and long-term goals.

• Opportunity mapping: Identifying where your products or services could align with their business pipeline.

• Proactive engagement: Don't wait for them to call you. Anticipate their needs and initiate the conversation.

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Practical Strategies for Upselling and Cross-Selling

Strategic upselling is relevant, and customer focused. It happens when you:

• Map the customer journey: Identify natural points for upselling, such as during onboarding or when they are due for an upgrade.

• Use solution bundling: Create more value by grouping products or services into convenient bundles that simplify the customer's experience.

• Leverage data: Use your customer relationship management (CRM) tools to analyze purchase history, usage data, and customer segmentation to tailor your offers.

Cross-selling expands the relationship across new categories. It works best when it follows structured frameworks like Solution Selling or Land and Expand. The goal is to provide a complete solution to the customer’s challenge.

In my own experience, this has led to incredible results. What started as supplying products to a customer for their equipment once turned into hiring out our test facility to them. This created a completely new revenue stream and transformed the relationship.

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Empowering Growth, Securing Success

The art of the upsell and the power of cross-selling are not about quick wins. They are about building sustainable business growth through stronger customer relationship management. Too many businesses rely on weak tactics like "is that all?" which fails to deepen customer relationships.

For your business, the message is clear: hidden revenue opportunities are already within your existing customer base. By strengthening account management, mapping the customer lifecycle, and building trust, you can unlock these opportunities and secure lasting success.

At Josty, our focus is on helping businesses like yours master these practices. If you're ready to move beyond transactional sales and discover how sales advisory can transform your results, now is the time.

Why a Custom App Is Now a Business Necessity for SMEs

 

The idea of building a custom app was once a luxury reserved for large corporations. For years, small and medium-sized enterprises (SMEs) relied on off-the-shelf software because it was quick and seemingly affordable. However, the business landscape has shifted. In a digital-first world, a custom app is no longer a luxury, it's a business necessity.

SMEs face unique challenges that one-size-fits-all software often can’t solve, leading to inefficiencies, duplicated work, and poor customer experiences. In contrast, custom solutions are designed to tackle your specific pain points, creating tools that are scalable, secure, and aligned with your long-term strategy. For instance, a café can use a bespoke ordering app to simplify customer engagement and reduce wait times, while a manufacturer can use a tailored data collection platform to reduce bottlenecks. These custom applications don't just solve problems; they drive both efficiency and revenue.

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The Shift from Off-the-Shelf to Custom Apps

Off-the-shelf software, despite its initial low cost, often creates more problems as a business grows. These tools force you to adapt to their rigid frameworks, can be difficult to integrate with existing systems, and often come with hidden costs from licensing and workarounds. Ultimately, relying on generic software can put you at a competitive disadvantage. A custom app eliminates these constraints by being built specifically for your workflows, ensuring long-term adaptability.

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A Custom App Delivers Tangible Benefits

A custom app is a strategic investment with significant long-term ROI. While the initial cost may seem high, a cost-versus-ROI analysis tells a different story. Reduced inefficiencies lower labor costs, improved customer experience increases retention, and automated processes cut down on errors. Over time, the total cost of ownership of a bespoke solution is often lower than continually patching off-the-shelf systems.

Beyond cost, a custom app provides a decisive competitive advantage. It enables you to deliver tailored offerings and seamless user experiences that generic software can't. In a market that expects personalization, this ability to pivot quickly is critical for growth.

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Key Advantages of Custom Development

Operational Efficiency: Custom applications eliminate unnecessary steps and automate routine tasks, ensuring smooth data flow across departments.

Data Collection & Business Intelligence: A custom data collection platform provides real-time insights, allowing you to make informed decisions, forecast trends, and identify new opportunities.

Security & Compliance: Custom apps, built with your specific compliance requirements in mind, offer better data security than off-the-shelf software with broad vulnerabilities.

Scalability for Growth: Unlike generic software that can hit performance ceilings, a bespoke solution grows with your business, whether you're expanding into new regions or adding new product lines.

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Busting Common Misconceptions

“They’re Too Expensive”: The initial outlay is an investment that provides long-term ROI by reducing inefficiency and increasing customer loyalty.

“They Take Too Long to Build”: Agile development practices make custom software development faster than ever, with working versions often delivered in a matter of weeks.

“Only Enterprises Need Them”: Today’s SMEs face the same digital pressures as large corporations. Custom apps are no longer optional they are the tools that level the playing field.

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How Josty Helps SMEs

At Josty, we work as a consulting partner, not just a development agency. We guide SMEs through the entire process, from discovery workshops to agile development and ongoing support. We help you navigate the choice between off-the-shelf and custom solutions, ensuring you make an informed, future-proof decision.

Ultimately, a custom app is about building the future of your business. If your SME is facing bottlenecks or struggling to differentiate, now is the time to consider a custom app.

Business Culture as a Performance Driver

 A thriving business culture isn't a happy accident; it’s a powerful engine for performance and organisational success. For any business in New Zealand, the workplace environment is not just a place to work; it is the very force that drives productivity, innovation, and profitability. The genuine culture of a company, the shared values, beliefs, and behaviours, is the invisible hand that can either propel a business forward or hold it back.

As a business consultant, I've seen countless examples where a disconnect between a company’s intended culture and its lived reality has led to significant pain points. A classic case is when owners and management believe they have a collaborative, team-oriented culture, while the staff feel micromanaged and undervalued. This strategic mismatch creates friction, erodes trust, and hampers productivity. At Josty, our philosophy is that a business's culture should be a natural extension of its people and goals, unique to its specific context. We don't believe in a one-size-fits-all approach because every team and every business is different.

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The DNA of a High-Performing Culture

A business's culture is its operating system. When this system is healthy, it can drive extraordinary results. We've seen two distinct yet successful cultural archetypes: the family/team culture and the corporate/revenue culture. Each, when nurtured correctly, can be a powerful performance driver.

The family/team culture thrives on a sense of belonging and mutual support. In this environment, people are more than just employees; they are colleagues who genuinely care for each other's success. This fosters a deep-seated loyalty where people willingly do the "bit extra" because they are working for a common purpose. This sense of collaboration and collective responsibility can lead to remarkable productivity. Employee engagement is naturally high because individuals feel valued, respected, and heard. The result is a highly motivated workforce where talent retention becomes a natural by-product.

Conversely, the corporate/revenue-based culture is often characterised by a focus on individual achievement and tangible rewards. In this setting, people are driven by clearly defined goals, performance metrics, and the pursuit of career progression and higher earnings. This can be a highly effective model, particularly in fast-paced, competitive industries. It fuels a culture of ambition, but leadership must balance individual aspirations with the need for communication and teamwork, ensuring the pursuit of revenue doesn't come at the expense of employee well-being or ethical conduct.

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Leadership as the Catalyst for Change

The most common and most damaging pain point we encounter is a fundamental disconnect between the cultural aspirations of management and the lived reality of the staff. This is where Josty's strategic thinking and leadership development expertise come into play. We believe that leadership is the primary driver of culture. Leaders set the tone, model the behaviour, and define the values.

Therefore, any cultural transformation must begin at the top. This is not about forcing a new set of rules; it’s about guiding leaders to understand and strategically influence their own behaviour. We work with business owners and leadership teams to honestly assess their existing culture and define the desired state that aligns with their business goals. Through our leadership development programmes, we coach leaders to embody the new culture, helping them with change management by ensuring consistency from the top. A cultural shift can fundamentally change the whole business from morale to staff engagement, from profit to customers.

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The Enduring Impact of a High-Performing Culture

A business’s culture is its most valuable, and often most underutilised, asset. It is the intangible force that dictates everything from employee engagement to overall organisational success. The journey to a high-performing culture is not a quick fix; it is a continuous, guided process that requires genuine strategic thinking and a commitment to change management.

At Josty, our role is to act as your trusted business consultant, helping you navigate this journey. We’ve seen firsthand how addressing the disconnect between leadership and staff views on culture can revitalise a business, boosting morale, improving profits, and creating a workplace environment where everyone is aligned and motivated. It’s the most crucial investment you can make in your business's future, ensuring sustained business growth and a legacy of organisational success.

Entering a New Market: A Strategic Blueprint for Success

 

For businesses seeking growth, entering a new market, whether a new region or industry, is a rewarding but risky undertaking. While the promise of new customers and increased revenue is appealing, a poorly planned entry can lead to wasted resources, lost credibility, and lasting damage. A successful expansion requires building a sustainable foundation, which includes a deep understanding of local culture, competitive landscapes, and regulatory environments. At Josty, we've seen both flawless execution and costly failures, and this guide outlines 11 practical steps to improve your odds of success.

The 11-Step Framework

1. Conduct Comprehensive Market Research: Don't assume a "one-size-fits-all" approach. Gather detailed intelligence on market size, customer behavior, and cultural nuances. Use surveys and focus groups to uncover specific needs and tailor your value proposition to the local audience.

2. Understand the Competition: Go beyond listing rivals. Analyze their pricing, offerings, and marketing tactics to identify gaps. This deep dive is key to developing a unique value proposition that gives you a sustainable edge.

3. Identify Product-Market Fit: Your product may not succeed elsewhere without adjustments. Validate your offering by listening to potential customers in the new market. This might mean modifying features, packaging, or positioning to ensure your solution resonates with their specific problems.

4. Compliance, Tax, and Legal Checks: Proactively address legal and administrative hurdles. Consult local experts to navigate import/export rules, licensing, data privacy laws, and tax obligations. This is a crucial form of risk management, especially in international markets.

5. Strategic Planning: Your plan should be a dynamic blueprint, not a checklist. Define clear objectives, budgets, roles, and a timeline. Account for both short-term launch tactics and long-term positioning to ensure you have the resources for sustained activity.

6. Build a Market Entry Sales & Marketing Strategy: Localize your strategy. Adapt messaging to cultural preferences, use relevant marketing channels, and localize your sales processes. This ensures your outreach is both authentic and effective, helping you build trust and credibility faster.

7. Establish Local Partnerships: Leverage local distributors, agents, or industry bodies. They provide invaluable insider knowledge, existing customer relationships, and instant credibility, saving you years of effort.

8. Make Initial Contact & Secure Meetings: Proactive outreach is essential. Be prepared and professional in your first conversations. Focus on building a foundation of trust and showcasing your value proposition respectfully.

9. Collaborate Across the Business: Ensure internal alignment. All departments from sales to operations must be engaged in the market entry plan. This prevents miscommunication and ensures a unified, consistent customer experience.

10. Meetings & Follow-Ups: Convert initial interest into lasting relationships with consistent communication. Beyond a simple check-in, provide value and demonstrate a genuine interest in your partners' and customers' success.

11. Monitor, Evaluate, and Adapt: Market conditions are dynamic. Track KPIs, listen to feedback, and be ready to adjust your tactics. This post-launch phase is about continuous learning and iteration to ensure long-term relevance and success.

Case Studies: Best vs. Worst Examples

We've seen the difference a plan can make. In one case, a company entered a new market with almost no marketing, relying on cold calls and a fragmented approach. They had zero brand awareness, missed opportunities with existing clients, and ultimately wasted their budget.

In contrast, other businesses we've worked with approached market entry with precision. They invested in research, understood their competitors, and aligned all departments. By launching with credibility and a strong plan, they captured early wins and built a sustainable pipeline.

Why Josty’s Approach Works

Josty serves as both a strategic planning partner and a full-service execution consultant. We combine market intelligence, compliance awareness, and cross-departmental coordination to help businesses avoid common pitfalls. Our structured approach turns the uncertainty of expansion into a predictable, manageable process.

Conclusion: Entering a New Market Without the Guesswork 

Entering a new market is not a gamble when you have a structured approach. We provide a dynamic blueprint for success, helping you combine internal collaboration, external partnerships, and a strong sales and marketing strategy. Our blend of strategic guidance and hands-on execution empowers businesses to turn opportunity into a sustainable growth journey.

To learn more on this topic or to find out more about Josty, visit the link in our bio.

Who’s the Face of Your Company? (Hint: It’s Not Who You Think)

 

When I ask business owners, “Who’s the face of your company?”, the answers are almost always the same
“Our sales team.”
“Our receptionists.”
“Our customer service reps.”

And yes, these people are obviously the first point of contact in many cases. They’re trained, polished, and ready to represent the brand. But here’s the thing: they are not the only face of your company.

If you think the only people representing your business are the ones sitting at the front desk or on the phones, you’re missing something huge.

The Overlooked Brand Ambassadors

Businesses often invest heavily in customer service training for people in roles such as:

• Sales teams

• Receptionists

• Customer Service Representatives

• Call Centre Agents

• Help Desk Technicians

• Client Services Managers

• Customer Success Managers

• Contact Centre Supervisors

… and that’s great. These people need the skills.

But here’s the blind spot: what about your technicians, tradespeople, delivery drivers, installers, and on-site service teams?

These are the people who show up in front of your customers more than anyone else in your organisation. They’re in the customer’s space, they’re talking directly to them, and they’re building (or breaking) trust in real time.

Why It Matters

It doesn’t matter how slick your branding is or how many five-star Google reviews you’ve got if a customer’s experience with your technician is poor, that’s the story they’ll tell others.

Your tech might be brilliant at their craft of fixing machinery, installing systems, or delivering products but if they’re dismissive, abrupt, or just seem uninterested, it reflects directly on your business.

I’ve seen companies with amazing marketing lose clients simply because the person doing the actual work didn’t have the same customer service skills as the office staff.

Customer Service Is a Company-Wide Skill

Customer service isn’t a department. It’s a mindset.

Every person in your business who interacts with a customer whether it’s face-to-face, over the phone, or via email is part of the customer experience.

And the reality is, your customers don’t make a mental distinction between “the office team” and “the trades team.”
They just see your company.

If one person drops the ball, the whole business looks bad.

Practical Tips for Getting This Right

1. Train everyone, not just the front line.
   Invest in customer service training for technicians, tradespeople, and delivery teams anyone who meets your customers.

2. Teach soft skills alongside technical skills.
   Things like tone of voice, active listening, empathy, and problem-solving go a long way in building trust.

3. Make it part of onboarding.
   Don’t just run one-off workshops, build customer service training into your culture from day one.

4. Model the behaviour at leadership level.
   If you want a customer-first culture, your management team needs to live it too.

The Real “Face” of Your Company

Your brand isn’t just your logo, your website, or your social media feed.
It’s every single interaction a customer has with your business.

That means your field teams, installers, and technicians are just as much the face of your company as your top salesperson or your friendly receptionist.

If they’re professional, helpful, and easy to deal with, customers will remember the experience for all the right reasons. If not… well, they’ll remember that too.

The Bottom Line

Customer service training is not an optional extra for “non-customer-facing” staff it’s essential for everyone.

Your customers are forming an opinion of your business every single time they meet someone from your team. Let’s make sure that impression is consistently great, no matter who they’re dealing with.

Empowering Growth, Securing Success - that’s what we do.

If you want to build a business where everyone represents your brand at the highest level, visit our website via the link in our bio.

Why Businesses Evolve: Adapting for Long-Term Success

Businesses rarely succeed by standing still. Evolving your business model in response to market trends, shifting customer needs, and competitive pressures is essential for sustainable growth and long-term success. This post explores why businesses evolve, provides real-world examples, and offers practical strategies to future-proof your own enterprise.

In business, change is not just inevitable it’s essential. The most successful companies are those that embrace evolution, anticipate market trends, and adapt quickly to new realities. Consider some of the biggest names in the world today. Amazon began as an online bookstore; Netflix mailed DVDs before becoming a streaming giant; Nokia was once a paper mill before dominating mobile phones. The question every business owner and leadership team should be asking is: Is your current business model the same as when you started? If it is, there’s a strong chance you’re missing opportunities or worse, falling behind.

At Josty, we work with businesses to empower growth and secure success by helping them recognise when and how to adapt. Sometimes evolution is about innovating products; other times, it’s about adjusting pricing models, diversifying revenue streams, or shifting operational focus. The bottom line? Adapting to change is no longer optional it’s a survival skill.

Why Businesses Evolve

Businesses evolve for many reasons, but they typically fall into a few major categories:

• Responding to Market Trends: Market conditions shift constantly. Businesses that pay attention to trends can position themselves ahead of the curve. A 2023 PwC survey found that 75% of global CEOs were actively adapting their business models to keep pace with changes.

• Customer Needs Drive Change: Your customers will tell you what they want. A small microbrewery I worked with, for example, noticed customers wanted a place to linger. They pivoted to add a restaurant section, which eventually became their primary revenue stream, demonstrating a powerful response to customer demand.

• External Pressures: Legislation, economic conditions, supply chain disruptions, and competitive pressures can force a business to change. A manufacturing facility I worked with had to adapt its entire workflow when supplier reliability dropped, pivoting to local sourcing to survive and thrive.

Examples of Business Evolution Across Industries

Evolution is not industry specific. Tech giants like Netflix and Apple continuously pivot, but so do other sectors. Fast-Moving Consumer Goods (FMCG) brands like Coca-Cola have expanded into healthier products to meet consumer demand. Even smaller businesses adapt I know of a restaurant that began bottling and selling its house-made sauces turning a feature of their meals into a significant new revenue stream.

How to Recognise It’s Time to Evolve

The Harvard Business Review notes that over 50% of Fortune 500 companies have merged, been acquired, or gone bankrupt since 2000, often because they failed to evolve. Key triggers for change include:

• Technological disruption (e.g., AI, automation)

• Shifting customer demographics and purchasing habits

• Declining sales or shrinking profit margins

• New competitors entering the market

• Rising operational costs or supply chain issues

Strategies for Evolving Your Business Model

The key is to anticipate change rather than just react to it.

• Embrace continuous market research.

• Test small before committing big.

• Invest in innovation.

• Diversify revenue streams.

• Engage with your customers regularly.

• Ensure any new direction is scalable.

Final Thoughts

The history of business is a story of evolution. From the corner store that expands into e-commerce to the multinational that pivots its entire product range, growth comes from recognising when to adapt. If there’s one lesson that stands out, it’s this: staying the same can be more dangerous than changing. The businesses that thrive in the long term are those that treat adapting as a core competency.

At Josty, we’ve help companies of all sizes implement strategic planning and innovation frameworks that not only respond to current market shifts but also future proof their business. The choice to evolve isn’t just about survival, it’s about seizing the opportunity for long-term success.

For insights on how to streamline your operations and build a more resilient business, visit our website via the link in our bio.