I told a CEO to stop giving a damn about his customers.

I told a CEO to stop giving a damn about his customers.

(Yeah, you read that right.)

He brought me in to fix his client strategy—swore customer loyalty was his golden ticket.

And me? I was THE customer loyalty guy. I built my career preaching it. Hell, I even wrote multiple books on it—Evergreen, The Customer Loyalty Loop...

But his team?

Drowning in it.

Lavish perks and gifts just to keep them happy.

Late-night check-ins.

Panic discounts.

Over-the-top apologies for every petty whine.

Customers stuck around, and he thought he’d cracked the code.

Wrong.

It was killing his business.

His sales team wasn’t selling—they were babysitting.

Chained to old accounts, bleeding time and energy while competitors ate his lunch.

I gave it to him straight:

“I built my career on loyalty—and I’m telling you, it’s suffocating you. Cut the dead weight.”

He pushed back. “Noah, you’re the relationship guy—help us fix it!”

“It’s not fixable, fire the clients sucking you dry. Free up your team's time!”

He listened and eight months later?

Revenue spiked over 30%.

His team got hungry—actually growing, not playing babysitter.

Their best clients loved them even more!

Here’s the truth:

‘Loyalty’ can be a mirage.

Gut check:

Where are you chasing a lie?

Clinging to a weak client?

Banking on a busted strategy?

Ditch it now, or stay blind.

P.S. What’s one thing you’re holding onto that you KNOW you need to cut? Drop it in the comments.