This Ratio Explains Everything

Every once in a while, a thought or short writing surfaces that catches the attention of many people. Recently, I posted something that stirred up attention from my circle of friends and colleagues. Marquel Russell wrote it. Mr. Russell is a multi-million dollar revenue generator, best-selling author, Rapid Business Growth Strategist, and coach who has earned the title, "King of Client Attraction." Here's his post. It’s direct, crisp, and clean. And it could change our lives.

“Chick-fil-A generates $9.3 million per store. McDonald’s makes half that. The difference isn’t chicken. It’s not better marketing, more locations, or lower prices. It’s one decision most businesses get backwards: Chick-fil-A optimizes for keeping customers. McDonald’s optimizes for getting them. Apple plays the same game, and that’s how they hit three trillion. They don’t need the most customers. They need the most loyal ones.

After helping 3,000+ businesses, here’s what I’ve learned: Your next million isn’t in cold traffic. Your next million is sitting in your client list. But most entrepreneurs are addicted to the hunt: Another funnel – another advertisement – another launch. Meanwhile, they’re bleeding clients out the back door.

 Getting a new client costs five times as much as keeping one. A 5% bump in retention can double profits. Yet most companies and organizations spend 90% on acquisition and 10% on retention, then wonder why growth feels like pushing water uphill.

The truth is, most service businesses treat delivering their products or services like an afterthought. They put their best people on sales and their worst people on fulfillment. They celebrate new sales and never measure lifetime value. But businesses printing money (making money), like Chick-fil-A, flip the script: Retention is the strategy. Ascension is the system. Delivery is the selling. When clients win, they stay. When they stay, they buy more. When they buy more, they refer others.

It’s not sexy or complicated. But it’s what separates businesses that scale from those that struggle. Chick-fil-A doesn't need to be everywhere. They need customers who won't go anywhere else. Same with Apple. Same with you. Your competitive advantage isn’t marketing. It’s what happens after someone buys. How fast do they get results? How supported do they feel? How easy is it to upgrade? How much do they trust you?

Most are so busy hunting new clients that they forget to feed the ones they caught. Then they wonder why they’re always hungry. The fastest path to your next level isn’t more leads. It’s maximizing the ones that already said yes. Be honest: What percentage of your energy goes to getting clients versus keeping them? That ratio explains everything.”

In business, I hear most everyone these days saying something to the effect of “they forgot me, their loyal customer.” Or how about this one in politics, “It’s not ‘of the people, by the people, for the people’ – it’s ‘of the politicians, by the politicians, for the politicians.’ They cater to the extremes but forgot the large majority of middle-class Americans, whether center-right or center-left, that are the backbone of this country.” What are they saying? “We don’t trust you!”

I was a pastor in several local churches in Phoenix and Tempe, Arizona. There was always some churched people commenting, "Once they get you in church, they forget about you, and go on to the next new person. All they want is the attendance numbers, a new building, and money.” In other words, growing in numbers (audience) but not increasing in spiritual life (discipleship). Growing up in church and growing up in Christ are two totally different things. You can do both, especially when you let your customers be your advertisers. Never underestimate the power and impact of word-of-mouth advertising if your current customers are satisfied.

I think Chick-fil-A (a Christian-owned organization, run by real wisdom) has caught something crucial for us. It's counter-cultural. Chick-fil-A has flipped the script and unmasked the current cultural value of sacrificing quality and delivering on the altar of expediency and size equals’ impact. Remember: Delivery is the selling. When clients win, they stay. When they stay, they buy more. When they buy more, they refer others. Any more questions?

Now, let’s explore, through scripture, how the Chick-fil-A idea relates to our personal lives. "My mother's sons were angry with me; they made me the keeper of the vineyards, but my own vineyard I have not kept.” Song of Songs 1:6. This verse speaks to the spiritual principle of balancing care for others (or duties) with self-care, recognizing the danger of becoming so focused on external responsibilities that one's own spiritual, emotional, or physical well-being suffers.

Whoever you are or whatever you are, realize this: too many people and organizations are driven. Their ministry, career, protests, and political concerns, hate, abandonment, accumulation, or things like that, drives them. They forget to tend their own vineyard. Like McDonald's, it's the next venture, the next conquest, your new vision, chasing pretty rainbows to your detriment. Learn from Chick-fil-A. Take care of your customers like your internal organs, mind, soul, spirit, and body. Don’t forget your family, especially your children and close friends, who will be there when you need them. Take care of your finances and legacy. That’s your vineyard.

Ask your vineyard (family, friends, body, business, outlook), " "Body, how fast do you get results when changes need to be made? "Family, do you sense/feel that you are supported?" "Attitude and outlook, how easy is it to upgrade our quality of life?" "Friends, how much do you trust me?” And all the cows who want us to eat more chicken say, “Amen.” 

God loves you and approved this message.

Ed Delph/January 26, 2026/CCC