Growth is Not a Strategy

“Growth” is Not a Strategy

“Our strategy is to achieve double-digit revenue growth year-over-year.”

Whenever I see something like that on a corporate strategy or mission statement, I want to say, “For your sake, I hope not!  What you have there is a desired outcome. Growth is not a strategy.”

Don’t get me wrong; growth is important – very important.  A long-term McKinsey study has shown that revenue growth is strongly correlated with future business survival, more so than company size, industry, or shareholder returns. Read more