Businesses exist to make money, fund retirement, provide social good etc…

Typically the mantra is "as in sport the key to success is keeping one's eye on the ball". Alternatively, consider just the word "relevance"; meaning "important to the matter at hand". This of course begs the questions "what is the matter at hand" and "why is it important".

Short term; resolve, improve, eliminate, fix, replace and upgrade so that the little things that "annoy" clients, both current and potential, no longer can do so.

Long term; ensure that there are processes in place to prevent "little things" from existing in the first place and where they do actively prevent them from growing into "big things".

For example, take the Website User Experience. Where this is perceived as inadequate, each time the site is used a "small thing" has been created; which over time can only grow. What to do?

Simple, regularly use the Website yourself, just as you expect each client to do, and resolve what annoys. The "small thing" may be real, or may be only perception. Read the literature; for example take the quotation from Steve Seow; author of Designing and Engineering Time. "Uncertainty is a disease, and information is usually the cure, particularly with software. Even something as simple as a gradually filling circle to convey the progress of a download can go a long way to keep slowness rage at bay”.

Relevance; consider all aspects of your business from the point of view of the Client; and take action on what you observe.