Growth is not always about More

During the Christmas holidays, I had dinner with a friend. When I told her about my work and how much I enjoy helping businesses with their growth strategy, she asked a simple question that sparked an interesting conversation:

“Why does everything always need to grow?”

When we talk about growth, we quickly associate it with more or bigger: more revenue, bigger markets, more products, bigger teams, more pressure...less control. But that is not the only definition of growth.

Growing, or should we call it evolving, is important. But what matters even more is that growth is aligned with your values, your ambitions, and your vision of how you want your business to look and feel.

That’s why I always start my conversations with one simple question:“What does growth mean for you?”

Those conversations have taught me that growth can take different forms. Sometimes growth is about optimizing: doing things better by improving efficiency, sharpening your offering, or refining your go-to-market approach. In other cases, growth means expanding: entering new markets, developing new offerings, or creating additional value for customers. And sometimes, the most powerful growth comes from stopping: letting go of what no longer works and refocusing energy on what truly has impact.

Some companies dream of becoming global players; others want to build a strong, focused business in their home market. Some founders aspire to lead global teams of thousands; others consciously choose to keep a smaller, successful family business. Some aim for an IPO; others want to retain control and independence.

There is no right or wrong. But it is essential to figure out what your version of growth is.

So let me leave you with this question:What does growth mean for you?