People settle at their own level, or certainly tend to, I think. It’s a question of fit. Partners, spouses, friends. You can’t pick family 99% of the time, unless of course you marry into it.

Companies are the same. You get the type of customers you deserve. You also get the suppliers you deserve, the staff you deserve, and – I would argue – the boss you deserve.

These are your just deserts. If you don’t like the profile of your customers, suppliers, staff, or boss, then you need to work hard to change it. This is really hard to do as an individual.

It boils down to culture. The collective values, ethics, atmosphere and ambitions of the place where you work govern the stakeholders you interact with, and the individuals within those stakeholders.

To change your just deserts, you need to work harder, smarter, better and more honestly. If you can’t do it where you are, perhaps you could move to somewhere where you don’t need to?

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