Over the past 15 years, I’ve learned that while business models, markets, and technologies evolve, one principle remains constant: customer value must be at the heart of growth.

I don’t believe customer success should carry revenue targets, but that doesn’t mean we ignore revenue. Instead, the goal should be to drive measurable customer value that naturally fuels growth over time. 

This is where many CEOs face a challenge: balancing short-term pressures with the long-term trust and loyalty that truly sustain an organization.

I see customer success as the only business function whose mission is solely to maximize customer value. That’s the lens through which every decision should be made.

To deliver on this mission, it’s essential to understand the ecosystem in which we operate.

In any C-suite role, you’re accountable to a complex network of stakeholders: the board, investors, fellow executives, functional leaders, cross-departmental teams, and – most critically – the customers themselves. 

Success means building a cohesive narrative that resonates with each of these audiences, bringing them along on the journey.

I’ve distilled the approach to ten key principles for shaping customer-centric mindsets and driving growth.

1. Alignment at the top, commitment at the bottom

Before setting a vision, it’s critical to align with your CEO on the core principles of customer success. 

Are we focused on retention? Expansion? Something else entirely? Without this alignment at the top, you risk misalignment throughout the organization. 

For example, if your CEO prioritizes expansion but your team is measured on retention, the conflict will eventually surface – and it won’t end well.

When leadership is aligned, commitment at the team level naturally follows. Clear priorities create clarity in execution, allowing teams to focus their energy where it will have the greatest impact.