_"Look\! I LOVE this book....Bravo, Tiffani Bova\!"_

Tom Peters, author of

_In Search of Excellence._

When you interview someone whose book is recommended by Tom Peters, as well as

_This is Marketing_

author

[Seth Godin](https://www.thegrowthfaculty.com/blog/Fourofthebestbooksonmarketingmustreadinternationalbestsellers)

,

_Huffington Post_

founder Arianna Huffington,

_Build an A Team_

author

[Whitney Johnson](https://www.thegrowthfaculty.com/blog/BuildAnATeam)

, and

_When_

author Daniel H. Pink, you know it's going to be chock- full of compelling takeaways.

_Growth IQ_

lays out 10 paths to growth that, in combination, at the right time, and in the right conditions, can boost your company's fortunes.

Here are highlights from our interview, and Tiffani's book:

**Growth is a thinking game; you have to slow down to speed up.**

Is what were doing the right thing? Are we focused on our customers?

[Are our employees happy?](https://www.thegrowthfaculty.com/blog/Howtogetyouremployeesfirstdayrightandwhyitssoimportant)

Take a beat, weekly or monthly, to re-evaluate your business.

**If you mine a mountain**

and find iron ore, gold, or diamonds, you wont say, Great, lets go mine another mountain. Mine the gold \(customers\) you have. Dont give them away to your competitors.

**Acquiring a new customer**

is five to 25 times more expensive than retaining an existing one. The probability of selling to an existing customer is 60-70%. A new customer? Only 5-20%.

**10 Growth Paths to consider:**

Customer Experience, Customer Base Penetration, Market Acceleration, Product Expansion, Customer and Product Diversification,

[Optimise Sales](https://www.thegrowthfaculty.com/blog/SeetheSalesTrainerSimonSinekrecommends)

, Managing Churn, Partnerships,

[Co-opetition](https://www.thegrowthfaculty.com/blog/HowBMWandToyotaarestickingtheirnecksoutforbusinessgrowth)

, Unconventional Strategies.

**Loyal customers**

are five times as likely to repurchase, five times as likely to forgive, four times as likely to refer, and seven times as likely to try a new offering.

**Manage churn to maximise growth:**

A 5% increase in customer retention can increase a companys profitability by 75%.

**Experience is becoming the product.**

The way

[a customer feels](https://www.thegrowthfaculty.com/blog/10lessonsfromSalesforceexperttomake2019thecustomerfocusyear)

when they engage with any part of your company

_is your product._

**[Optimise Sales](https://www.thegrowthfaculty.com/blog/Whatalasersalesfocuslookslikein2019)**

[ **.**](https://www.thegrowthfaculty.com/blog/Whatalasersalesfocuslookslikein2019)

63% of a sales persons time is spent on non-selling activities, and 50-54% of sales people will miss quota. So, every day begins with half your sales people missing their numbers. Use technology and better processes to get greater productivity out of your sales team.

**Unconventional Strategies for growth**

include emphasising

[purpose over profit](https://www.thegrowthfaculty.com/blog/PeopleplanetandpurposethecorevaluesofthisSydneyMD)

. Companies can do well by doing good. Tiffani holds up

[Indra Nooyi, former CEO of PepsiCo](https://www.thegrowthfaculty.com/event.php?eventId=a1JD000000AerCZ&promoCode=Blog&utm_source=TGF&utm_medium=Blog)

, who started early on a Performance with Purpose mission as a perfect example of this growth path.

**Tiffanis GREAT EIGHT \(eight getting-to-know you questions we ask all our featured authors\):**

**Recommended book?**

_In Search of Excellence_

by Tom Peters. I was 17 when I read it, and I was 50 when he read mine \(Peters wrote a testimonial for Growth IQ\).

**If you could co-author a book with anyone, who would that be, and what would the book title be?**

Oprah Winfrey, because shes a masterclass in how to build a personal brand. The book title: maybe

_Doing it My Way._

**What's a great bit of advice you could share?**

Trust the process. I had to trust my own decisions and the consequences of them.

**What's been your lowest moment, and how did you recover**

? Id say this book has been cathartic for me. I felt very vulnerable when the book came out.

_Are they going to read it? Are they going to like it?_

**How do you relax?**

I was brought up in Hawaii. I sit on the beach, watch a sunset, go surfing, spend time in the ocean. The greatest clarity of thinking is when Im home \(in Hawaii\).

**Whats a fun fact thats not widely known about you?**

Aged 15-21 I worked for a woman who had an indoor arcade business and outdoor carnival business. I know more about plush teddy bears than you ever want to know.

**What's the secret of success?**

Being a student of what Ive chosen to do for a living. If someone has given me 45 minutes on stage to entertain, I want to make sure I dont fail them. I always want to try to get better.

**What's a prediction for 2025?**

I hope Im retiredhaha..no...managing the connection between human and machines is going to become even more challenging. How will it transform the employee, the business owner, our personal life?

_We hold weekly live virtual events with experts in growing companies. If you'd like to increase your professional and personal development why not consider becoming a_[ _Growth Faculty Pass holder_](https://join.thegrowthfaculty.com/#plans) _?_ _Unlimited access to 40 live virtual masterclasses and Global Headliner virtual events - PLUS year-round leadership content at On Demand with videos, podcasts and book summaries. Join a community of knowledge seekers who are inspired by the best._[ _See who's up next_](https://www.thegrowthfaculty.com/?promoCode=Blog#liveevents)[ _._](https://growth.lightning.force.com/lightning/r/Blog_Post__c/a1d4G000004oYwKQAU/view)

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