Ever noticed how when business is failing, some leaders have no clue why? Meanwhile, their competitors are thriving – stealing their customers right from under their nose.
I witnessed this stark contrast last week, and what I discovered explains why some companies skyrocket while others crash and burn.
Oblivious in the Dark
Last week, I had conversations with two managers from the same industry that made me shake my head in disbelief.
Manager A painted a picture of business apocalypse: “No customers, no money, no talented employees.” His tone was defeated, shoulders slumped. When I asked the simple question, “Why do you think that’s happening?” he stared at me blankly. No answer. Zero insight.
This wasn’t just a bad day – this was a leader completely disconnected from his business reality. Imagine driving a car with a blindfold on, wondering why you keep hitting trees.
Meanwhile, in our online meeting, Manager B from the same industry couldn’t stop smiling: “We’re regularly receiving inbounds. Prospects are practically lining up to work with us because of our solution. Revenue is growing steadily.”
The contrast was jarring. Same market conditions, wildly different results. But unlike Manager A, when I asked Manager B about their success, the answer came immediately.
The Customer Success Shadow
Here’s where it gets interesting. Manager B revealed they were regularly winning customers directly from Company A. The reason? Company A’s customer success was miserable.
“Their customers reach out with problems, and nobody responds,” Manager B explained. “When they escalate to the sales team that originally sold them, they hit another wall of silence. No accountability, no action.”
It’s like selling someone a car, taking their money, then changing your phone number when they call about the engine smoking. Who does that?
The kicker is that Manager A had no idea this was happening. Zero awareness that their customers were jumping ship because nobody at his company seemed to care after the contracts were signed.
The Accountability Gap
There’s a fundamental truth in business that Manager A missed: The one who pays decides where things go. This holds true on both sides – for customers AND for employers.
When customers pay you, they’re buying more than your product. They’re buying the expectation of support, of someone taking care when things break. When that expectation is violated, they vote with their wallets.
Similarly, when employees get paid by employers, they expect you, the management, to understand what’s happening in your business. Not just the good stuff, but especially the bad.
Manager A’s blindspot wasn’t just hurting customers – it was destroying his company from within. His team, seeing management with no answers, naturally lost motivation. Why row harder when the captain doesn’t know which way is shore?
Shadows Reveal Truth
The irony in all this is that shadows only exist where there’s light. Every business problem casts a shadow – declining revenue, customer churn, team disengagement. These shadows aren’t just bad news. They’re information.
Manager B understood this. When competitors cast shadows (like poor customer service), she saw opportunity. When her own company hit challenges, she studied the shadows to understand root causes.
Manager A, meanwhile, stood in a room getting darker by the day, complaining about the darkness without ever looking for the light switch.
Your Shadow Check
What shadows exist in your business that you might be ignoring?
Are customers silently slipping away? Is your team rolling their eyes behind your back? Are competitors quietly eating your lunch while you’re busy making excuses?
The difference between growth and decline often isn’t market conditions – it’s awareness. It’s having the courage to look at the shadows your business casts and address them head-on.
Because remember: Your customers are always evaluating you, even when you’re not paying attention. And in today’s world, your competitor is just one Google search away.
The next time business feels tough, don’t be Manager A. Instead of complaining about the dark, start asking why the lights went out.