Why You Should Be Willing To Turn Down Business
Inc.|June 2017

A sale you turn away can be as important as one you make. So how do you decide?

Coeli Carr
Why You Should Be Willing To Turn Down Business

AJ Shankar and Jeff Friedman wanted to provide law firms, corporate legal departments, and government agencies with a better way to prioritize, organize, and access evidence data. In 2011, the duo launched Everlaw, a document-discovery service that relies on cloud storage. Many target customers loved the technology’s user-friendly and speedy interface, and quickly came on board. The Berkeley, California– based company grew nearly 90 percent in 2016, and it projects 100 percent growth this year. But others, used to years of hands-on super vision of data by means of onsite hardware and tech support, were concerned about cloud hosting. “They’d ask us to make our software run on their premises, but that would mean eliminating our technology’s most innovative e-discovery features,” says CEO Shankar. Everlaw’s official policy in such cases? Get lost (please). “Business strategy is as much about what you won’t do as it is about what you will,” says Shankar. Turning away paying customers can seem insane, especially when you’re starting out. The reality, though, is that taking on the wrong business can hurt your brand—or far worse.

PROTECT YOUR BRAND

Esta historia es de la edición June 2017 de Inc..

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

Esta historia es de la edición June 2017 de Inc..

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

MÁS HISTORIAS DE INC.Ver todo
Karen Dillon
Inc.

Karen Dillon

I moved my wedding to attend a company offsite. It was a terrible decision, but a vital lesson on balance.

time-read
3 minutos  |
Winter 2024/2025
The Ultimate Home-Based Business
Inc.

The Ultimate Home-Based Business

Thirty years since her breakout on Friends, Courteney Cox is taking on a new role-entrepreneur.

time-read
8 minutos  |
Winter 2024/2025
An Uphill Battle
Inc.

An Uphill Battle

Zwift has been through layoffs and a leadership change in 2024, but co-founder and CEO Eric Min says he's learned that building a startup, like cycling, is an endurance test.

time-read
3 minutos  |
Winter 2024/2025
The GLOW UP
Inc.

The GLOW UP

How Glossier broke free from DTC, survived the skeptics, and finally achieved profitability.

time-read
8 minutos  |
Winter 2024/2025
The Snack That Gives Back
Inc.

The Snack That Gives Back

With a new partnership, SkinnyDipped is supporting women founders worldwide.

time-read
2 minutos  |
Winter 2024/2025
A New Path to SuCCESS
Inc.

A New Path to SuCCESS

AllTrails may have achieved the impossible-an app that truly helps you get away from it all.

time-read
8 minutos  |
Winter 2024/2025
The Back-lash Survivors
Inc.

The Back-lash Survivors

Don't challenge Elizabeth Gore and Carolyn Rodz to a game of highs and lows. The Hello Alice co-founders will win-by a long shot.

time-read
6 minutos  |
Winter 2024/2025
The Spa Surge
Inc.

The Spa Surge

Prime IV Hydration & Wellness has successfully weathered stormy waters.

time-read
2 minutos  |
Winter 2024/2025
Riding the Waves
Inc.

Riding the Waves

With Beehiiv, Tyler Denk built a buzzy newsletter platform and a brash online persona. Both are lucrative.

time-read
8 minutos  |
Winter 2024/2025
Home Economics
Inc.

Home Economics

How Chairish brought the circular economy to furniture.

time-read
2 minutos  |
Winter 2024/2025