Growth is what a company can carry.
Most companies I work with have more good ideas than they can absorb. A new market, a new offer, a bigger target. Each one makes sense. Together they are more than the organisation can take in. So the brand promises one thing, the sales plan assumes another, and the people in between make it work as best they can.
I start with what already works. Those strengths are the best guide to what comes next. From there it’s smarter priorities and clearer decisions. You can tell a company is healthy by what it is able to stop.
I’ve spent nearly two decades building new things inside existing companies. The ones that lasted respected what came before. That is the growth I believe in: ambitious, and fitted to the business and the people who will carry it.