2. Create a Sales Funnel
Any way you look at it, businesses can’t grow unless they have the financial means to do it. And that means most strategies that improve a business’s bottom line are pro-growth strategies. But it doesn’t mean that every effort at improving bottom-line performance qualifies as a strategy to create the conditions for continuous growth. For example, it’s possible to improve the bottom line by cutting staff—but that’s contraction, not growth.
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Famed American writer, William S. Burroughs, once observed that “When you stop growing, you start dying.” And for businesses, it’s hard to think of a more apt description of their lifecycle. After all, in industries that have any competition whatsoever, businesses must be constantly growing to avoid being overtaken by others.
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