“Envy is the ulcer of the soul” – Socrates
The above quote resonates deeply with the core message of Chapter 2 of Company of One by Paul Jarvis (2019, p. 42). When we allow envy to guide our decisions, especially in business, we often find ourselves chasing someone else’s version of success rather than defining and pursuing our own (Jarvis, 2019, p. 42). In today’s competitive market, it is easy to fall into the trap of measuring our worth against the perceived growth and achievements of others. We look at our biggest competitors and think we must do everything they are doing, and more, just to stay relevant. This mindset can quickly lead us into a rat race where we are no longer running toward our own goals, but merely trying to outpace someone else (Jarvis, 2019, p. 41).
Jarvis (2019, p. 30) challenges this thinking by proposing a radical shift: What if growth is not a requirement for success, but a conscious choice? The business world often equates success with constant growth, but this chapter invites us to question that assumption. Instead of growth being automatic or compulsory, it should be something we pursue only if it aligns with our values, goals, and the kind of life and business we want to create.
Focusing on competitors can distract us from what really matters: serving our customers well and building strong, lasting relationships with them (Jarvis, 2019, p. 33). When envy creeps in, we become reactive instead of proactive. We mirror our competition’s strategies instead of innovating in ways that align with our unique strengths and values. That reactive approach almost always leads to inefficiency and burnout.
I saw this firsthand at a previous job in property management. There was always a push to bring in new tenants, as if increasing occupancy numbers would solve every financial issue. The focus was on filling vacancies as fast as possible to compete with neighboring complexes. But that approach came at a cost: higher maintenance expenses, larger marketing budgets, constant turnover, and unpredictable revenue. Even with regular rent increases, the costs of constant churn canceled out most potential profit.
If the company had instead invested more in tenant retention, it might have seen improved financial stability over time. Building trust and long-term relationships with existing tenants would have reduced turnover, maintenance, and marketing costs. That approach not only leads to better customer satisfaction but also builds a loyal tenant base that naturally advocates for your business.
Supporting this point, Gallo (2014) states that acquiring a new customer can be 25 times more expensive than retaining an existing one. And according to a study by Reichheld (2001), even a 5% increase in customer retention can result in more than a 25% increase in profit. These figures demonstrate just how impactful it can be to shift the business focus from acquisition to retention.
My husband’s small business is a great example of this philosophy in action. He has never spent a dime on advertising. Instead, he focuses on providing excellent service to every customer. His attention to detail, reliability, and integrity have earned him loyal clients who continue to use his services and refer him to others. His business has grown steadily, not because he chased growth or competitors, but because he stayed focused on serving people well. His relationships are his marketing strategy.
In line with Jarvis’s message, we should view business growth as optional and intentional (2019, p. 33). Real, sustainable success often comes not from doing more, but from doing better, with less (Jarvis, 2019, p. 29). By rejecting envy, focusing on relationships, and prioritizing long-term value over short-term gains, we can build businesses that are not only profitable but also personally fulfilling.
What do you think?
- Have you ever worked for or run a business that chased growth at all costs? What was the outcome?
- Do you think staying small can be just as successful as scaling up? Why or why not?
- How does your organization (or one you have worked for) approach customer relationships?
- In what ways might envy be quietly influencing your own decisions in work or life?
I am looking forward to hearing your thoughts!
References
Gallo, A. (2014, Oct 29). The Value of Keeping the Right Customers. Retrieved from Harvard Business Review: https://hbr.org/2014/10/the-value-of-keeping-the-right-customers
Jarvis, P. (2019). Company of One: Why staying small is the next big thing for business. New York: Harper Collins Publishers.
Reichheld, F. (2001, Sept). Prescription for Cutting Costs. Retrieved from Bain & Company: https://media.bain.com/Images/BB_Prescription_cutting_costs.pdf
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