Every company comes across tipping points that dictate its place in business history forever. A reasonable mix of paranoia and smart risks are the prerequisites to survive. A Danish company offers a timely case study on breaking away from corporate inertia, while also pausing us to self-reflect on our actions or lack thereof.

Companies sometimes risk over-optimizing their operations around a single metric hoping to drive growth. Invariably, they create a situation where they reward behavior and outcomes that go against the best interests and long-term strategy of the company.

One of the best ways to grow your customer base is to engage in a process of customer selection before crafting your customer growth or acquisition strategy. This simple step can focus your growth strategies overnight to generate better, predictable results.