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  • Writer's pictureJack Mullaney

The Business of Perpetuating Revenue

In the 1960's and 1970's, if you bought a Maytag washing machine, there was a good chance it would last for 30 to 40 years. Nowadays, you're lucky if a washing machine holds up for a decade.

A lot of businesses claim that quality is their number one priority.

In reality, I'd argue that perpetuating revenue is their number one priority. Because that's how they stay in business.

If quality was the number one priority of a pharmaceutical company, they'd be creating medicines that cure chronic disease. Instead, they create medicines that treat symptoms, because treating symptoms will perpetuate revenue.

If quality was the number one priority of a telecommunications company, they wouldn't create new apps and display updates that overload their current phones. But a customer having to buy a new phone perpetuates revenue.

If quality was the number one priority of a self-help author, they'd only have to write one book. But every year, they've come out with another way to skin the cat, because selling another book perpetuates revenue.

Look inside the fitness space.

If quality was the number one priority of a physical therapist, they'd try to solve the root cause of an ailment. Instead, some PT's use acupuncture, massage, and a variety of other modalities to treat the symptoms. As a result, the patient has to return, and revenue is perpetuated.

If quality was the number one priority of a running shoe company, they'd sell trainers with an emphasis on durability. Instead, they use flashy designs and a comfortable feel to keep a customer coming back every 200-300 miles. More shoes off the shelf perpetuates revenue.

If quality was the number one priority of a weight loss enterprise, they would work on addressing behaviors and routines to create sustainable change. Instead, they sell meal kits and diet plans, hooking a customer on consuming their products as the way to lose weight. More products sold helps perpetuate revenue.

This doesn't mean we can't be customers of these products or services. In some circumstances, they still offer the best solution available.

But in many arenas, the best solution possible still remains to be seen.

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