Are you leading growth or trailing?

28/11/2014

On Friday last week I spent some time with a great group of CEO’s and Presidents of privately held companies. Our discussions were focused on various aspects of growth and following the discussion it occurred to me that growth is an outcome that can be achieved through two different means.

Leading Growth – is a proactive strategy involving setting priorities, taking actions and making investments based on the predictions and interpretations of customers value.

Trailing Growth – is a reactive strategy that involves reacting and responding to customer needs that exceed existing capabilities and capacity.

To contrast these two strategies, Leading Growth involves perceived risk, however often results in capitalizing on new markets, niches and consistently creating a competitive advantage. I call this the “build it and they will come” approach. On the contrary Trailing Growth results in lost opportunities and a lagging market position.

The Strategic Growth Trajectory

The visual to the right depicts the two responses to growth. Notice how the Trailing Growth lags and pulls or slows down growth, whereas the Leading Growth approach pushes and prompts growth.

Question: Have you set priorities for your future growth? Are you investing time and pursuing investments that prompt growth, or responding to needs that result in missed opportunities?

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