Goodgrowthisprofitableandcapitalefficient.Simplyput,goodgrowthearnsareturnhigherthanthatofferedbyothersafeinvestments.
Goodgrowthisalmostalwaysorganic—itresultsfromideasthatcomefromwithintheorganizationratherthanfromsomethingbroughtin.Organicgrowthoccurswhenyourpeopleworkwithcustomerstofindnewwaystouseyourproducts,servicesorexpertise,ortocapturenewmarkets.
Goodgrowthisdifferentiated.Itenablesyourproductsandservicestobeperceivedbythecustomerasbetterthansimilarofferingsmadebyothers.Thisdifferentiationmaybeachievedbyprovidingbetterdelivery,betteremotionalappealorabetterpost-purchaseexperiencethanyourcompetition.Somecompaniesdifferentiatethemselvesontheperformanceoftheirlogisticalsystemorotheraspectsofthesupplychain.
Goodgrowthisalwayssustainable.Itisnotanattempttogenerateaquickspikeinrevenuesbythrowingsubstantialresourcesataone-timeoffer.Instead,goodgrowthderivesfromactionsthatcancontinueyearafteryear.