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How to Stop Subsidising Unprofitable Customers, Channels, and Products (Without Destroying Growth)
February 12, 2026by Dr Dawkins Brown
The Cost-to-Serve Truth Executive Summary Many organisations think they have a margin problem when they actually have a cost-to-serve problem. Two customers can buy the same product at the same price—yet one is highly profitable while the other quietly destroys value. The difference is not always revenue. It is how much it costs to serve...
