Exame (Brazil): A estratégia de crescimento que a maioria dos empreendedores ignora — e como aproveitá-la agora

The article argues that many entrepreneurs neglect an important growth strategy: focusing on renewal and retention rather than constantly chasing new customers. It suggests that retaining existing clients and renewing relationships can generate more stable revenue than continuously acquiring new ones. Rather than treating retention as a mere administrative task, it should be viewed strategically from the moment of the first sale. The article highlights that loyalty begins at sale time, not at contract end, and emphasizes communicating value over price in client relationships. By shifting focus to ensuring clients stay, feel valued, and see long-term benefit, businesses can build stronger foundations. This approach can lead to more predictable income, better client satisfaction, and sustainable growth — often overlooked by entrepreneurs who prioritize expansion above all else.