Focus Forward: Solving What Matters for Customers

In business, problems are everywhere. They range from minor inefficiencies to major roadblocks. Driving real impact means solving the right problems—the ones that align with core business objectives and have a measurable impact on revenue, cost, or risk.

It’s tempting to get swept up in day-to-day firefighting, tackling the latest issue that lands on your desk; I’ve almost learned the difference between important and urgent and it's only taken me almost 42 years! The most effective teams and leaders know that sustainable growth comes from a strategic approach. It’s not about solving everything; it’s about solving the right things. I worked for someone once who talked about focusing on "The Main Thing". Everything we do for a customer must come back to The Main Thing. The way we leverage modern technology has to come back to The Main Thing for our customers, too. Take AI, for example. AI can handle routine tasks, but it can’t replace strategic, human-driven prioritization. And, of course, the The Main That that AI is doing has to have a direct line to profit. Don’t just take my word for it; check out Tobias Zwingmann’s latest missive, “The Profit-First Approach to AI”: https://blog.tobiaszwingmann.com/p/why-you-should-stop-looking-for-ai-use-cases.

Here’s a framework to evaluate and prioritize impactful problems:

? Revenue Impact: If addressing a problem can lead to increased revenue, that’s a strong indicator of value. Especially in this macroeconomic climate, this is key. It’s also often not just about quick wins but about long-term revenue generation. Does this solve a pain point for our customers? Does it open up new opportunities for growth? If the answer is yes, it’s likely worth the investment as long as the cost is worth it. If you can get the most output from the least inputs, this is an equation worth solving.

? Cost Efficiency: Not all savings are created equal. While it’s important to run lean, it’s equally essential to focus on cost reductions that don’t sacrifice quality or customer experience. Cutting costs in ways that streamline processes and boost efficiency can create ripple effects across the organization. Customers can tell when too much cost has been taken out of the parts of the business they touch, and their experience may cause them to leave. You have to protect revenue, reputation, and repeat business.

? Risk Mitigation: Every business has risks, but not all risks have equal potential for impact. By focusing on the issues that carry the highest risk to our operations, reputation, or regulatory compliance, we protect the foundation on which we build everything else. Risk involves internal and external risk: risk of compliance lapse, risk of client churn, risk of employee burnout, etc.

Focusing on these impact areas isn’t just smart—it’s strategic. Solving the right business problems creates the momentum to drive sustained success, leaving a lasting impact on the organization. It’s easy to get busy, but being effective means pausing to ask, “Is this the problem that will make a real difference?”

I always encourage my team to stay intentional and solve problems that matter. Asking for info about the forcing function is a great way to know what’s driving a need. Coming with an opinion about where to start and why is also a great way… but that’s a whole other post.