Captain Ahab should have focused on his customers’ needs. All they really needed was whale oil, and Ahab could have gotten that from any number of other whales. But instead, Ahab obsessed on fighting back against just one. And in the end, Moby Dick turned out to be a far better competitor than Ahab.
With ever growing competition from utilities and home centers, I think the best plan for contractors is to grow suspects into prospects, prospects into customers, customers into clients and clients into apostles.