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Today I read another LinkedIn post from a productive consultant, in which the first three words were: "Companies have to …". At its core, it's about a recycled idea (stop evaluating your competitors) that is characterized by a spirited, inferior outrage.

Look, I understand. If you need to manage a personal online brand, you have to publish provocative statements every day. It's hard to feed this beast.

But here's my question: When was the last time a company with a consequence made a change with a consequence because someone posted "Companies have to …" from outside?

I was lucky enough to see companies from three perspectives – within the company as an employee or founder, outside of the company as a strategy consultant and finally from the perspective of the owner team.

What I've learned is that companies change voluntarily almost everywhere for one reason: enough people stop buying what they sell. That's it, hard stop.

People who are able to change what companies sell, how they sell, or how you feel about it, look at business results and make difficult decisions that have real repercussions on things like an employee's work, bank money, or supply shortages to have. They don't read unwanted LinkedIn posts for advice.

In other words, they listen to what we spend a lot more than what we say.

If any of us, or (hopefully) each of us want to change the behavior of a company that is lame, boring, lazy, or downright frustrating, stop buying from him and spread the word.

Earn business instead of expect

That's how I see it: everyone has the right to earn my business, nobody has the right to expect it. There is a massive difference between earning and expecting. I diligently enforce this belief by shifting my expenses – both for consumer goods and for business services. The moment I feel that a company is no longer working to make money and try to own my company, I find a better alternative.

Look around. It's pretty easy to tell the difference between those who work hard to make your dollar, pound, euro, or yen and those who try to get a better grip on your wallet or purse. This hustle and bustle tries out new ideas, finds out what you need before you know it, and pays attention to how you feel. In a word, they are thoughtful. Thoughtfully better.

If we want companies to get better, it's really easy. Stop actively buying from someone who is not thoughtfully better for you.

I stopped staying at the Marriott. I will not buy another Ford. I think they expected my business a lot more than they tried to earn. I have had several experiences with each of them that were the opposite of thoughtful.

But I drive past every other tire spot to find Continental because they did everything for me when I needed it.

Has the shift in my spending already affected any of these companies? Probably not. However, if more of us keep the businesses we shop at at the highest level, it goes much further than a LinkedIn post that says "Business Must" …

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