The sooner business leaders turn their attention from Profit to Advocacy as the primary measure of success, the sooner they will see growth in both. Profit offers a snapshot of success, but Advocacy is predictive of future success. As long you as continue its care and feeding, Advocacy will remain the gift that keeps on giving.

Building a client base of advocates gives you a big leg up on the competition. It means that you’re surfing the wave of digital disruption instead of being dragged along the jagged reef below. It may even mean that you are the disruptor – not only of competitors in your space, but of yourself too. That’s a good thing. And advocates help you do both.