In the vast world of business, the pursuit of growth is a familiar goal. But have you ever stopped to consider that not all growth is created equal?
Amid this drive for bigger and better, it’s crucial to recognize that the relentless push for immediate expansion can lead to short-sighted short-term decisions that hinder long-term progress. Beyond this incessant desire to expand now/today, lies a view on the horizon of a future of sustainable success and progress.
Over the last two decades we have been fortunate to partner with organisations whose measurement of value and growth vary from the obvious and immediate ‘conversion rate optimisation’, to the public’s reaction and reputation of their brand, to the longevity and strength of their relationships with their people.
Through these experiences in our work, a principle has emerged—a principle I’ve termed ‘good growth.’
Good growth goes beyond a single-minded focus on scaling as fast as possible. It takes into account multiple factors that contribute to an organisation’s overall well-being. Emphasising the nurturing and development of people, fostering individual enablement within the organisation, and continuously adapting products and services to meet the ever-evolving needs of customers.
Importantly, Good Growth continually considers the long-term impact of every decision made regarding an organisation’s interactions with its people.
Unlike forcing success, Good Growth aligns with the natural flow of life and the ongoing process of positive progress and organic expansion. It starts by opening our eyes to the opportunities that surround us, whether they are individual or widespread. Adopting a mindset and strategy focused on people and openness, encouraging forward momentum that is in harmony with the natural world around us.
When you prioritise good growth, you lay a solid foundation for long-term success. It requires a comprehensive approach that values the well-being of your people (employees, suppliers, partners, volunteers, etc), the satisfaction of your customers, and the ability to adapt and evolve in a changing world. This is a drive for sustainable success and fostering a positive and fulfilling environment for everyone (your people) involved.
How to embark on this journey of good growth?
It starts with prioritising, seizing opportunities and remaining attuned to the needs and expectations of your people. For example, rather than expecting customers to fit around your process, you now design your process to fit around your customers – to be convenient, obvious, and easy to use.
This can require a slightly long-term view, but there are quick wins to be had:
- Note user pain points on your website and/or app and take actions to remove the barriers
- Tackle the most common customer service complaint with laser focus and as a business priority
- Get closer to your people. Talk to them, listen to them. What will make their life easier?
This may feel like a simple list compared to the idea of reshaping your organisation to be focused on Good Growth, but that is the advantage of being people first in your approach. It doesn’t have to be complex, at least to get started. But it does require action.
You need to listen and learn, then make a quick decision on what you need to do first. And do it. One step at a time.
Ultimately, I believe we can build a brighter future by nurturing meaningful relationships, fostering progress and profit, and embracing the natural progression that comes with good growth. By embracing the principles of Good Growth you are embarking on a journey toward lasting success and longevity.