There are two types of unearned growth: 1) Inherited Growth comes from great products your employees created long ago, and 2) Market Growth is driven by your customers’ growth. You influence neither today. Earned Growth occurs when you surpass competitors in meeting customer needs. Normal accounting doesn’t separate earned from unearned, but you should. You may be living on borrowed time, when you should be the master of your own destiny.
More in article, B2B Organic Growth: Moving to earned growth
“Market Growth” is the tide that lifts all boats… your reward for being just average. “Inherited Growth” comes from great products developed long ago. These are the gifts that keep giving… until they don’t (when you’ve been commoditized). The only one you control is “Earned Growth,” when you understand and meet customer needs better than anyone else.
More in article, The Inputs to Innovation for B2B
Do you think your competitors also plan to exceed market growth? So, all the competing suppliers plan to grow faster than the market they serve, year… after year… after year. As Dr. Phil would say, “How’s that been working for you?” Maybe it’s time for a different plan. A plan built on innovation, not hope… on well-grounded skills, not blue-sky spreadsheets.
More in white paper, Catch the Innovation Wave (page 4).