Super hero Seth Godin posted this today. He argues that the lifetime value of a customer is worth a lot. Time and money is often better spent mind-blowing current customers than it is looking for the next customer.

I recently had this dilemma. We had a real shot at winning new work with a new customer. We knew what to do and our approach was a terrific option for them. They had a deadline for a proposal response that was not flexible.

Meanwhile, we had a customer that required significant attention to get a system live. They had invested a lot of money with us and we needed a final push that would consume significant time.

We couldn't attack both. If we chased the first, we would likely fall short on the second. The first deal was potentially worth over three times more in direct revenue than the second. We chose the second. Yes, because it was the right thing to do. Yes, because it was a wise investment.

Do it well
or don't do it
because if you can't
you won't for long.

Sometimes not compromising is really hard. Sometimes compromise is for sissies.