Surprising Decisions That Fueled Revenue Growth: 21 Leaders Reveal All

Fredo Tan, Head of Growth, Supademo

Quality Over Quantity Boosts Revenue

A few years ago at CalTech Staffing, I made a counterintuitive decision that ended up driving substantial revenue growth: I chose to reduce the number of open searches we took on at any one time.

On the surface, this seemed like a move that would limit our revenue potential. For years, like many agencies, we operated under the mindset that more job orders meant more revenue. However, as our client base grew, I saw our recruiters stretched thin, juggling too many roles at once. We started missing out on placements simply because we weren’t moving fast enough.

After analyzing our data, I noticed that the top 20% of our searches were driving the majority of our revenue, while the bottom 30% were draining time and rarely resulted in placements. That insight prompted me to shift our focus toward searches with the highest fill probability and strongest client partnerships. At the same time, I implemented a cap on the number of active roles each recruiter could handle.

Gathering the courage to make this decision came down to two things. First, backing it with data. Seeing the hard numbers made cutting back a logical rather than emotional choice. Second, trusting in our value. I knew that focusing on quality over volume would strengthen our reputation as a strategic partner, not just another agency throwing resumes at roles.

The results were striking. Our fill rates went up, average time to fill dropped, and candidate experience scores improved dramatically because recruiters had time to build genuine relationships. Closing more high-quality searches ultimately grew our revenue compared to when we were chasing low-probability roles. This experience taught me a powerful lesson: growth doesn’t always come from doing more. Often, it comes from doing better.

Archie Payne, Co-Founder & President, CalTek Staffing

Specialization Leads to Doubled Revenue

When we first started, our instinct — like many founders — was to work with any company that needed help hiring overseas talent. We’d bend over backward to accommodate all kinds of industries and roles, thinking that casting the widest net would lead to the most revenue.

But after a year of modest growth and a lot of operational strain, I decided to do the opposite: we specialized. Specifically, we focused on healthcare and skilled trades clients who needed long-term overseas staff. It felt risky because we were saying “no” to business — and at that stage, turning down clients was nerve-wracking.

What gave me the courage to make this decision was seeing the data:

These specialized clients had higher retention rates, larger contracts, and more predictable hiring cycles.

Our team delivered better results in these sectors, which made clients happier and led to referrals.

Trying to be everything to everyone was diluting our brand and burning out our team.

So, we repositioned ourselves, updated our messaging, and invested in building deep expertise in those sectors. Within a year, our revenue doubled — not only because we grew, but because we could charge premium rates for the value we delivered.

I gathered the courage by really understanding our numbers, talking to our best clients about why they chose us, and accepting that growth sometimes requires letting go of “busy” work that doesn’t serve the bigger picture.

Harlan Rappaport, Co-Founder, Hire Overseas

Strategic Alignment Accelerates Sustainable Growth

Faced with a stalled pipeline and a heavily reduced team after a company acquisition, I made a decision that went against conventional growth logic: I deprioritized volume.

At the time, the marketing strategy relied almost entirely on paid ads and batch-and-blast tactics. Top-of-funnel traffic had dropped off, and Sales was overwhelmed with low-quality leads. Rather than pump more budget into acquisition, I focused on fixing the foundation—shifting from lead quantity to lead quality.

We rebuilt the demand waterfall with a focus on intent and automation. HubSpot was reconfigured with new lifecycle stages, lead scoring, and dynamic routing based on sales territories. We enriched targeting with 6sense intent data, launched nurture streams for our top verticals, and optimized the website for both SEO and conversion. Content syndication, PR, and events were brought into the mix to diversify reach and reinforce credibility.

It wasn’t the obvious move, but it worked.

* Digital channels delivered a 5:1 return on spend

* Events returned 7:1

* Lead quality surged, and SQL conversion rates improved significantly

* Content engagement and CTRs jumped, thanks to better targeting and optimized UX

What made this shift successful was a willingness to slow down and focus on strategic alignment. When Marketing, Sales, and Ops are synced—and the right content reaches the right people at the right time—growth becomes much more sustainable.

Quality didn’t slow us down. It’s what sped us up.

Brandy Morton, Founder & CEO, Brandy Morton Marketing Ltd. Co.

Long-Tail Content Outperforms Paid Advertising

We run a digital agency and scale SEO for Fortune 500s. So I have pulled plenty of strategic levers over the years but this one move had jaws dropping. I walked away from paid traffic cold turkey. Zero ads, zero retargeting, zero paid lead gen… for six months.

Instead, I poured every dollar and hour into long-tail content targeting low-volume queries with insane buyer intent. We published 12 blog posts in 30 days, each with fewer than 150 monthly searches but sky-high close rates. No viral content, no flashy headlines. Just deep solutions to boring problems. That brought in $86,000 in closed deals from organic leads who filled out forms on their first visit. No nurture sequence needed.

To be honest, turning off ads felt like stepping off a moving treadmill. But I had two things most founders ignore: tight tracking and trust in data. When organic leads started converting at 4x the rate of paid clicks, the path was clear. I leaned in hard, and the gamble paid off big.

Patrick Beltran, Marketing Director, Ardoz Digital

Limiting Bookings Enhances Guest Experience

One counterintuitive decision we made at Horseshoe Ridge RV Resort was to slow down our booking calendar during peak season—intentionally limiting the number of reservations we accepted for a few weekends, even when demand was high.

At first glance, it seemed like we were leaving money on the table. But our goal was to elevate the guest experience and ensure that every visitor received personal attention, shorter wait times at amenities, and space to enjoy the resort without feeling overcrowded. The result? Guests raved about the peaceful, high-quality experience—and they started staying longer, booking repeat visits, and referring friends.

That decision led to higher per-guest revenue and stronger long-term loyalty than we anticipated. It also helped us build a reputation for being guest-focused, not just profit-driven.

The courage to make that call came from trusting our values: quality over quantity, and guest experience over short-term gains. In the end, that mindset shift did more for our brand—and our bottom line—than any price adjustment could have.

Billy Rhyne, CEO & Founder | Entrepreneur, Travel expert | Land Developer and Merchant Builder, Horseshoe Ridge RV Resort

Discontinuing Bestseller Improves Profit Margins

You know what? I actually discontinued our bestselling product line. Sounds insane, right? But here’s the thing – it was consuming 80% of our inventory budget while only delivering approximately 20% of our profit. It was a classic case of vanity metrics looking great while the real numbers told a different story.

The courage part… honestly, it was more desperation than courage at first. We were losing money trying to keep up with demand for something that barely improved our bottom line. But once I analyzed the actual unit economics – not just top-line revenue – it became obvious.

After discontinuing it, we had capital to test five new product lines. Three failed, but two were extremely successful. Our profit margins went from barely breaking even to actually building a viable business. Sometimes your “hero product” is actually the villain.

Ajinkya Thete, CEO, CMO, NeonXpert Custom Signs

Convenience Over Discounts Increases Storage Revenue

One counterintuitive decision that drove substantial revenue growth at StorMark Self Storage was shifting away from deep move-in discounts and instead leaning into the strength of our contact-free rental system. At first, it felt risky to step back from traditional promotions like “first month free,” especially in a market where price competition is intense. But what we found was that our true value wasn’t in being the cheapest; it was in offering a fast and stress-free storage experience.

Our facilities are designed for convenience. Renters can choose a unit online, complete the lease digitally, and access their unit right away without waiting for office hours or face-to-face interaction. We began highlighting those features front and center in our messaging and scaled back on discount-based marketing. That shift attracted a more committed renter, someone who prioritized time, reliability, and security over short-term savings.

The courage to make that change came from watching how our customers were already engaging with the platform. Usage data, move-in patterns, and customer reviews showed that people were responding more to the ease of access and simplicity of the experience than to the size of the discount. Once we saw that trend, we leaned into it fully.

As a result, our occupancy stabilized, our average revenue per unit increased, and we reduced churn from short-term renters. It reinforced the idea that you don’t always have to compete on price when you’re delivering a better overall experience. Sometimes, offering less actually gives your business more room to grow.

Joshua Davis, Senior Vice President Operations, StorMark Self-Storage

Brand Investment During Slowdown Strengthens Position

One counterintuitive decision I made at Raise3D was to increase our investment in brand marketing during a period when much of the industry was pulling back. The natural instinct—especially in a slowdown—is to cut brand spending and double down on short-term lead generation. However, we recognized that our buyers aren’t just looking for printers—they’re investing in trust, reliability, and long-term innovation.

The pain point was clear: as budgets tightened across manufacturing and education sectors, decision-makers became more risk-averse. Competing on specifications alone wouldn’t suffice. We leaned into strategic storytelling—highlighting real-world use cases like tooling automation, hybrid manufacturing workflows, and sustainable production. We amplified these stories through content, technical webinars, and educational partnerships that positioned Raise3D as not just a tool provider, but a future-ready solutions partner.

Courage came from data and conviction. We saw rising branded search volume and higher-quality inbound leads tied to thought leadership campaigns. Over time, this approach paid off—not just in pipeline growth, but in reputation. By staying visible while others went silent, we didn’t just survive the slowdown—we emerged stronger, with a clearer voice and deeper trust among our core markets.

Olivia Tian, Marketing and Innovation Manager, Raise 3D

Pausing Ads for Organic Growth

I once made the counterintuitive decision to pause all our paid ads during our busiest season. Most teams ramp up spending then, but I saw our ROI shrinking and knew something had to change. Instead, I focused entirely on building out high-quality content and optimizing for organic search. Within three months, we saw a 43% revenue increase, all from free traffic. It taught me that consistent value beats loud promotions.

Making that call wasn’t easy. I felt the pressure to follow what others were doing, but I trusted the data and leaned into long-term thinking. I started small, tested the impact, and built confidence with each small win. Sometimes courage isn’t about boldness; it’s about clarity. I recommend looking at what’s draining resources and asking, “Is this really moving the needle?” Often, the right answer isn’t louder, it’s smarter.

Jack Johnson, Director, Rhino Rank

High-Touch Support Builds Long-Term Partnerships

A counterintuitive move would be to quit playing the price game and transition to offering higher prices in exchange for high-quality travel experiences. The temptation is to undercut other rivals, particularly in such a competitive business as travel. However, I came to the understanding that focusing on bargain hunters resulted in low margins, high rates of client churn, and a discrepancy between expectations and the level of service that we could maintain.

We have rebranded Travelosei as a luxury provider of services in terms of curated and personalized travel experiences, particularly to wildlife locations and heritage sites in India. This was in the form of improved accommodation, knowledgeable local guides, and 24-hour concierge services. It was initially quite risky; we wondered if it was going to cost the clients more in a market where there were many cheap alternatives.

The boldness was based on thorough research of our most satisfied repeat customers and their evaluations. They had more respect for quality, reliability, and access to insider knowledge rather than saving a few hundred rupees. As soon as we changed our messaging and aligned what we were offering to this audience, our conversion rates went up, the average value of bookings soared, and referrals went through the roof. It taught me the lesson that it’s not always best to try to please everybody, but rather to start serving a particular audience very well.

Sushant Yadav, Co-Founder, Travelosei

Scaling Trust Before Technology Drives Success

One counterintuitive decision I made early on at 3ERP was to double down on high-touch, manual customer support—even when every voice around me said to automate and scale quickly. In the early days, I personally reviewed CAD files, advised on material choices, and followed up after each delivery. It didn’t seem scalable, but it built deep trust with our clients.

The pain point for us was that, like many manufacturing startups, we felt pressure to look “big” and efficient from day one. But I realized that engineers and procurement teams weren’t looking for speed alone—they needed confidence that someone truly understood their project.

That human connection turned first-time buyers into long-term partners, many of whom still work with us years later. Eventually, the insights we gathered from those manual conversations helped us build smarter systems and content that now scale much better.

The courage to make this decision came from listening—really listening—to our customers’ frustrations with faceless platforms. By investing in relationships before automation, we built a business rooted in trust, not just transactions.

Ronan Ye, Founder, 3ERP

Flexible Pricing Opens New Market Segments

We recently lowered the price of our resume builder and have generated MORE revenue and profit because of it! We conducted a cost of living study and realized that while our pricing was attractive for American customers, we were losing nearly all our international conversions outside of Western Europe. So we invented new pricing tiers for shorter usage times and pushed live a one-day $3 USD membership for website visitors from dozens of nations’ IPs. This opened up hundreds of millions of potential customers who now had a pricing model that they could actually afford, and now we have tremendous usage and traffic from highly populated but less affluent nations like India, Indonesia, the Philippines, Nigeria, and Brazil.

We were worried about cannibalizing the few $99 lifetime membership sales we had in those countries, but our conversion rates exploded, and revenue per visitor from those IPs more than doubled! We conducted an A/B test on 20% of visitors to measure the results before we pushed the changes live for 100% of visitors.

Colin McIntosh, Founder, Sheets AI Resume Builder

Short-Term Rentals Capture Overlooked Market Segment

One counterintuitive decision we made at Wild Horse Self Storage that ended up driving substantial revenue growth was offering more flexible, short-term rental options instead of sticking strictly to long-term contracts. The self-storage industry traditionally focuses on longer-term leases with discounted rates, but we recognized that many potential customers only needed storage for a few weeks or months, particularly during transitional periods like moving or renovating.

The decision to offer shorter rental terms was initially seen as risky because it seemed like we might lose out on the stability of longer commitments. However, after conducting some market research and talking to customers, we realized that the flexibility was a huge selling point, especially in a transient community where people needed storage for shorter durations.

To gather the courage for this decision, I relied on customer feedback and industry data. We also started small, testing the idea with a limited number of units and closely monitoring the results. As demand for short-term rentals increased, we expanded the offering. This move not only attracted new customers but also allowed us to capture a market segment that had been previously overlooked.

Ultimately, the decision paid off as it drove increased revenue, particularly from customers who may not have otherwise considered self-storage due to long-term commitment requirements. It taught me the value of listening to your customers and being willing to take risks when you see a potential opportunity.

Sean Blagrave, Owner, Wild Horse Self Storage

Public Art Installation Attracts Unexpected Opportunities

One of the most counterintuitive moves I made was investing time and money into creating large public art sculptures that were never meant to be sold. On paper, it looked like a terrible decision. I had just transitioned into the art world after years in real estate, and instead of focusing on sales, I took on a massive unpaid project building a 10-foot sculpture made of thousands of rubber ducks for a public street in Miami Beach.

What happened next changed everything. That installation became a landmark. People came from all over to take photos. The press covered it. I was invited to international art fairs, including the Florence Biennale. Collectors started reaching out, and my small gallery went from unknown to highly visible in less than three months.

This project had no direct return, but the visibility and credibility it brought became the real revenue driver. It taught me that doing something bold, joyful, and seemingly irrational can attract attention money cannot buy. It created emotional equity, not just financial value.

My advice? Do something that feels generous and risky if it aligns with your purpose. When you stop chasing money and start building meaning, the opportunities often come faster than you expect.

Facundo Yebne, Creative Mind, FLY Miami Art

Long-Term SEO Investment Fuels Business Growth

My decision to not focus on more direct and immediate sales strategies and instead invest heavily in our SEO processes has proven to be one of my most counterintuitive decisions, which has really paid off. In the earlier days, the majority of individuals within my circle were concerned with quick fixes, advertising, conducting promotions, or making short-term sales drives. I chose, however, to do things differently. I made a huge investment in SEO for our site and the development of valuable content relevant to the repair and replacement of sliding doors. It was like a slow burn at that time. SEO is not a quick fix, and that was a risky endeavor, considering the pressure of having to show quick results.

The courage to make that decision came from understanding that long-term value would pay off. I was well aware of the possibilities of SEO and its long-term effect. I knew that by ranking higher on some key terms such as “sliding door repair near me” or “sliding door replacement,” we would be in front of a constant flow of potential customers. I was not hoping to receive results overnight, but I believed that after we got some traction, it would help us continually generate leads without having to continuously invest in advertisements.

With time, it truly began to pay off. The organic traffic on our site was more than before, and people started contacting us to seek our services after they searched for us on Google. The initially patient and slow investment became a growth engine of monstrous proportions. It turned into the backbone of much of our business as we grew to 24 locations.

Gal Cohen, Business Development Leader & Field Area Manager, JDM Sliding Doors

Lifetime Guarantee Differentiates Plumbing Service

At Proximity Plumbing, I took a risky move that appeared counterintuitive at the time. Our offering was to provide a lifetime workmanship guarantee, which is very scarce in the plumbing business. I was aware that it would not be easy because such a promise might prove to be risky in an area where work can vary greatly in its level of complexity. However, I had faith in the quality of our team and our dedication to customer satisfaction, so I made the leap.

I was not entirely expecting the payoff that such a decision brought. It not only built up a feeling of security among our clients but also helped us stay ahead of the competition that was unwilling to promise the same. The customers liked the extra security, and our bookings were steadily increasing. It also compelled us to concentrate more on quality control and high standards. That was what eventually fueled our revenues.

Emily Demirdonder, Director of Operations & Marketing, Proximity Plumbing

Custom Gift Boxes Create Competitive Edge

At the beginning of our company, we researched our competitors, believing that their presumably successful pathway could become a guidebook for our product. With little experience challenging the status quo, we were led along as a follower within our product’s niche.

One of our customers asked if we offer customized gift boxes for our very precious books that play videos and photos. The idea seemed counterintuitive to our follower rule, not seeing any such offering among our then-leading competitors. Our team chose to take this risk, support the research, contribute to the design development needed to source and create the gift boxes, and accessorize gift boxes with coordinating bows.

Additionally, we needed to include in our pricing the additional shipping cost for these weighted packages as well as the expanded labor required to package these custom orders. This decision has already ended up delivering substantial revenue growth. We have seen a growing number of customers adding our gift box to their order, providing us with additional profits and a noted competitive edge.

Ashley Kenny, Co-Founder, Heirloom Video Books

Specialization in Smart Homes Increases Profitability

The most counterintuitive choice I made was to discontinue all general electrical services so that I could focus solely on smart home automation and green energy solutions for high-end residential properties in specific Sydney suburbs. This decision was frightening because it meant turning away immediate jobs and potentially jeopardizing relationships with current clients.

Nevertheless, the most lucrative projects we had worked on were usually complex smart home installations. General work, to which we were tied, was an ongoing affair but at lower margins—seventy-five dollars an hour compared to one hundred and fifty dollars an hour on specialized projects. I estimated that even a fifty percent reduction in overall work volume, coupled with a ten percent increase in specialist, high-margin projects, would increase profitability. We fully committed to this strategy, training our staff and positioning ourselves as high-quality specialists.

Our average project value increased by sixty percent in less than a year and a half, and our overall annual revenues rose by thirty-five percent. This seemingly restrictive decision opened up exponential growth opportunities as it established us as indisputable professionals in a high-profit niche.

Adam Bushell, Director/Electrician, AB Electrical & Communications

Online-Only Mediation Expands Service Area

I am a divorce mediator in Massachusetts. The counterintuitive decision I made was to give up face-to-face meetings. This is counterintuitive because divorce mediation is known for its emotional component—the mediator acknowledges the often conflicting interests and emotions of both parties and helps them come to an agreement in ways that can help them work together going forward, especially if they have children. This requires constantly reading both parties, e.g., paying attention to their posture, eye gaze, facial expressions, and tone of voice. This is all more difficult online, over Zoom.

Moving to Zoom-only has skyrocketed my catchment area from communities within 30 miles of my offices (which I continue to rent for Google Business visibility) to the entire state of Massachusetts. Divorce laws (and attendant court forms and processes) are the same across the state.

What gave me the courage to do this was my success during COVID. Because I am a small, agile office, I was able to rebrand my business to online divorce mediation during COVID weeks and months faster than anyone else in the state. Right when I expected my business to collapse during COVID, it grew like never before.

I saw that I was more agile than stodgy law offices, and I could reorient SEO to the whole state rather than the local area in ways that they would take a year or two to catch up with.

Julia Rueschemeyer, Attorney, Attorney Julia Rueschemeyer Divorce Mediation

Cutting Popular Service Enables Strategic Growth

One of our strangest (but best) revenue decisions? We stopped offering our most popular service. It was profitable, but it attracted high-touch clients who drained time and energy from everything else.

We cut it and doubled down on a smaller, more strategic offer that was easier to scale and built stronger long-term relationships. How did we pull the trigger? We asked, “If we started from scratch today, would we offer this?” The answer was no. So we stopped, and that made room for what actually worked.

Temmo Kinoshita, Co-Founder, Lindenwood Marketing

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