There’s another bit of feedback we should be using to improve our businesses – our side-effects.

Side effects are not necessarily intentional, but they are real.

They’re not necessarily negative either.

If as business owners, we truly want to ‘make the world a better place’,  our improvement process must include getting feedback on our side-effects, then acting to minimise the damaging ones and maximise the enriching.

Otherwise we’re just not really viable.

Because one day, the negatives come back to bite us.