1. Start with vision and belief, not just revenue.
The first three years are the most challenging period for any startup or young business. Many get caught up in the pressure to “make money right away” and forget that a sustainable foundation is built on trust and credibility.
Creating value at this stage means daring to set longer-term goals beyond immediate figures. This doesn’t mean neglecting revenue, but rather clearly defining that core values are what will retain customers and partners over the years.
For a startup to survive, it cannot rely solely on promotions or low prices; it must inspire trust—something difficult to measure but its most valuable asset.
2. Build core values from day one.
Core values are not slogans to hang on the wall, but principles of action and a brand promise. In the first three years, businesses need to define and consistently uphold what they represent: quality, transparency, speed, innovation, or the ability to partner with customers.
When customers perceive consistency, they begin to trust and become loyal. And it is this loyalty that helps overcome difficult times — because the market is always fluctuating, only core values are strong enough to maintain direction.
3. Treat customer care like caring for perennial plants.
Customers are not just buyers; they are partners. A sustainable customer care strategy views each interaction as an opportunity to strengthen the relationship, not just a transaction.
This can start with listening to feedback, responding promptly, resolving issues thoroughly, and creating memorable experiences.
In many cases, the first group of customers will become the strongest brand advocates — a form of natural, paid “ambassadors.”
4. The win-win-win principle: Customers – Businesses – Community
A sustainable value creation model goes beyond the two-way relationship (customer and business), and also takes into account the benefits of the community and the ecosystem.
A win for the customer: they receive a product/service that meets their needs, is of high quality, and provides an experience that exceeds expectations.
Win-win for businesses: build reputation, retain customers, and have a stable revenue stream.
Win for the community: making a positive contribution to society, the environment, or human development.
This approach helps businesses become more deeply involved with their operating environment, while also opening up opportunities for long-term collaboration.
5. Dare to challenge limits and embrace trends.
The first three years are typically a time for experimentation, adjustment, and sometimes a complete reshaping of strategy. Businesses that dare to step outside their comfort zone, seek to innovate in the market, or adopt new technologies and operating methods will have a greater chance of achieving rapid breakthroughs.
Taking shortcuts doesn’t mean skipping fundamental steps, but rather intelligently leveraging information, trends, and resources to shorten the time it takes to achieve goals.
A general example: some startups choose to leverage digital platforms to reach global customers from day one, instead of limiting themselves to the domestic market. This isn’t a strategy suitable for every industry, but it demonstrates a forward-thinking mindset when creating value.
6. Accumulation over time creates value growth.
Sustainable value doesn’t appear overnight; it’s the result of accumulating moment by moment: every product improvement, every service enhancement, every feedback addressed, every relationship built. The first three years are a period of continuous “fertilizing and watering”—you may not reap much harvest yet, but the roots have already taken hold.
When the time is right, businesses will reap not only revenue, but also a network of relationships, brand recognition, and market trust. And when that trust is strong enough, it will become a powerful leverage point to help the business expand further.
Conclude
Creating sustainable value in the first three years is a journey that demands perseverance, patience, and foresight. It’s not just about selling products or services, but about building a long-lasting “machine of trust.”
In a volatile world, businesses that dare to lay their foundation on integrity and genuine values will be the leaders, because those values cannot be quickly replicated.
And if you’re in the first three years of that journey, remember: every action you take today not only creates results for tomorrow, but also shapes your legacy for years to come.
