Profit By Design: How to build a customer portfolio full of profitable promoters

Stop closing sales. Start opening relationships.
It's time to design your business for profit. Management practices from last century are no longer enough to grow your business. Uncover powerful new insights by shifting your focus from your products and sercices to your understanding of how you create value for customers. This book spells out a formula you can use to take a deliberate approach to building a profitable customer portfolio.

No matter if you are in business or a non-profit organisation or a government agency, you still need to fund what you do. The more profit or surplus you can create, the better the value you can deliver. We all want to be in a business where we can follow passions and get new products or sercice ideas out there, but we need to make some money out of this so we can fund it. The business needs to fund what we want to do. Even if our idea is charitable, we still need to fund the business, and earn a wage.

“In Profit by Design, Mark Hocknell makes a compelling case for putting the customer at the forefront of your strategies, and lays out a practical method for understanding, nurturing, and enhancing the two-way exchange of value with your customers.”
Evan Douglas, Professor of Entrepreneurship, Griffith University

"Mark provides a powerful framework to truly understand your customers, allowing you to design an experience which delivers immense value to them while returning a well-deserved profit to your business.”
Adam Franklin CEO Bluewire Media, Best selling author of Web Marketing That Works

"Mark is great leader in customer centricity designing win-win scenarios where customers have wonderful experiences and business owners growing profitable businesses"
Jon Hollenberg, Founder 5x5Marketing, and author of Love at First Site

“This book made me fall in love with customers all over again! Mark helps us see the focus of business where it should be all along: the customer. Designing business from there ensures not only enduring profit, but enduring value for both the business owner and the people they serve. It's the people stuff that makes the business stuff work best!”
Zoë Routh, Leadership and People Stuff Expert, author of Composure, Moments, and Loyalty

“Profit by Design will prove to be a great addition to your sales and marketing toolkit. Mark shares his lessons learned over the past 20 years, explaining why you need a customer strategy in your business as well as how to design, implement and measure it for success. B2B, B2C or even non-profit organisations will all benefit from Mark’s wisdom.”
Mark Brand, Director Turing Point Partners; Director APAC RavenHouse Asia Pacific

“Profit by Design outlines Mark’s wealth of experience in helping businesses achieve their customer-centric agenda, taking you on that journey using his practical and pragmatic approach to growing customer value that lasts. It’s worth the read!”
Michael Berndt, Chief Customer Experience Officer eHealth Queensland

“Many organisations have expressed their intent to be customer centric, but have struggled to bring this to life within traditional organisational approaches. Other than the few exceptions, consumers generally remain underwhelmed with the value they are provided and as a result are disloyal to brands. In response to this mismatch of intent and impact, Profit by Design maps a pragmatic, step by step approach to providing value to customers that in turn drives profit for the organisation. Easier said than done in today’s complex operating environments.”
Steve Waters, Executive General Manager - Sales & Marketing, Endeavour Foundation

“Mark is one of the original ‘customer-focussed’ professionals who has worked across many brands, organisations and teams to orient their focus, work and delivery around value creation for customers which in turn ALWAYS delivers value for organisations!  Mark has shared some great ideas and approaches in this new book to update and adapt the tried and tested principles of customer value and centricity into a new era for business performance.”
Tracey McFarland Chief Experience Officer, Goodstart Early Learning