John Snyder, CEO of Net Friends, on Why Organic Growth Builds Stronger Bonds

When scaling a tech business, few decisions carry as much weight — or long-term impact — as how you choose to grow. For John Snyder, CEO of Net Friends, the answer is clear: organic growth wins, every time.

In a recent episode of Wisdom From Wizards — a fast-paced video series brought to you by Caribou Strategic, helping tech scaleups stand out and succeed — John shared his take on a critical leadership question:

Would you rather grow through aggressive acquisitions or organic expansion?

Without hesitation, John leaned toward organic expansion. And his reasoning? It all comes down to relationships.

Growth That Starts With Trust

John leads a business that thrives on long-term partnerships. In his view, how a customer joins your ecosystem matters as much as the fact that they do. When customers discover and choose you — whether through referrals, outreach, or reputation — they begin the relationship on their own terms. There’s alignment. There’s intent. And most importantly, there’s trust.

Contrast that with growth via acquisition. As John puts it, “A customer acquired through acquisition was acquired not on their terms.” It creates a mismatch — a culture gap that’s harder to close. You’re backfilling values. You’re repairing alignment. And that often means a weaker foundation for the relationship going forward.

Why Organic Growth Is Stickier

John’s insight isn’t just philosophical — it’s strategic. An organically won customer:

• Is more likely to stay long-term
• Starts the relationship with positive intent
• Has clearer expectations and better-fit engagement
• Often becomes a referral source themselves

This doesn’t mean acquisitions can’t work. But for companies built on service, trust, and relationships, the sustainable path forward often involves scaling with your customers, not simply collecting them.

The Takeaway for CEOs

If you’re leading a tech scaleup, ask yourself:

• Are your customers actively choosing you, or being absorbed into your business?
• Are your growth strategies reinforcing the values your brand stands for?

Organic growth may take longer. It may feel less aggressive. But as John Snyder reminds us, it can lead to healthier relationships, deeper loyalty, and a more resilient customer base.

Wisdom From Wizards is brought to you by Caribou Strategic, where we help tech scaleups stand out and succeed. For more insights from smart CEOs making tough choices, follow the series or schedule your own recording.