Every business is built on a foundation—the Value Chain.
It encompasses the entire customer journey and all internal processes, including:
- Marketing: finding and attracting your audience.
- Sales funnels and deal closures.
- Operations: HR, delivery, research, innovation, management, finance, etc.
- Delivering a final product or service with excellent after-sales care.
For young businesses, the primary focus is attracting as many customers as possible.
But, for mature businesses, the focus is on:
- Optimizing and speeding up processes
- Improving operational efficiency
- Cutting costs
These improvements build a competitive advantage and prepare the company for scaling.
However, even excellent marketing and copywriting can backfire if the Value Chain is weak.
This often happens when a business presents an irresistible and convincing offer that doesn’t align what customers actually experience.
The reasons vary—deliberate deception, poor product quality, price mismatches, bad customer service, broken guarantees, and so on.
The result?
The business loses one of its most valuable assets—customer trust.
Even worse, a great offer and stellar service can lead to Overlead.
If your value delivery, service, and support systems are all running smoothly, a flood of new clients can still overwhelm the business, leaving it unable to cope.