Why Some Businesses Stall While Others Scale
Many businesses struggle to pinpoint what truly drives their growth. They expand their marketing, hire bigger sales teams, invest in new products—yet their revenue barely moves. Others, despite external challenges, find their growth driver, double down on it, and make a comeback.
A perfect example? Kodak.
For decades, Kodak dominated the photography industry. Then, digital cameras and smartphones disrupted the market, making film obsolete. Instead of adapting, Kodak clung to its traditional model. The company filed for bankruptcy in 2012. But instead of disappearing completely, Kodak found its growth driver in a completely different space—specialising in digital imaging and printing solutions for businesses.
Kodak’s failure to recognise a changing market almost destroyed them. Their pivot to B2B imaging solutions saved them. The lesson? Businesses that don’t adapt will fall behind. Those that focus on their real growth driver will survive.
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The Growth Driver Formula: What’s Really Fuelling Your Business?
Not all growth comes from more sales or marketing. The businesses that thrive are the ones that identify and leverage their strongest growth lever—then scale it.
Growth can come from different sources depending on the business, industry, and customer demand. Some companies grow by expanding into new markets, others by improving their sales process, increasing customer retention, innovating their product offering, or forming key partnerships.
So how do you figure out your real growth driver?
1. Are You Expanding in the Right Market?
Many businesses assume they need to reach more people, but expansion isn’t always the best answer. The key is expanding into markets where demand exists, not just where competition is low.
Case Study: Netflix’s Global Expansion
Netflix initially focused on the US market, but by identifying international markets where on-demand streaming had high potential, they expanded into over 190 countries. Their growth driver wasn’t just content—it was scaling their distribution model to new audiences.
Is this your growth driver?
Your current market is saturated or highly competitive.
Customers in new regions are actively looking for solutions like yours.
You have the capacity to scale without sacrificing service quality.
2. Are You Selling Smarter, Not Just More?
Businesses often chase more leads, but improving conversion rates, upselling, and pricing models can be far more effective.
Case Study: Starbucks’ Loyalty Program
Starbucks didn’t just rely on selling more coffee—they created a data-driven rewards program that increased customer spending per visit. They focused on repeat customers rather than new ones.
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Is this your growth driver?
Your sales process is slow or inefficient.
Customers are interested but aren’t converting fast enough.
You struggle with customer follow-ups and long sales cycles.
3. Are You Retaining Customers, or Losing Them to Competitors?
It’s easier to keep customers than to acquire new ones. The best businesses don’t just sell a product; they build customer loyalty and repeat revenue streams.
Case Study: Apple’s Ecosystem Lock-in
Apple’s real growth driver isn’t just hardware—it’s retention. Their ecosystem of iPhones, MacBooks, iCloud, and the App Store keeps customers locked in. People don’t just buy an iPhone; they buy into Apple’s entire ecosystem, making it hard to switch.
Is this your growth driver?
Customers leave after one purchase instead of coming back.
Competitors offer similar products, but their retention is stronger.
You struggle to upsell or cross-sell additional products or services.
4. Is Innovation Your Competitive Edge?
Some businesses don’t win by selling the most but by offering something others can’t. This could be product innovation, unique service models, or disruptive technology.
Case Study: Tesla’s Reinvention of the Auto Industry
Instead of competing with traditional automakers on price, Tesla focused on product differentiation—electric cars with high-performance technology. They built a brand that made owning an EV aspirational, pushing them ahead of legacy competitors.
Is this your growth driver?
Competitors offer similar products, making price the only differentiator.
Customers demand a better, faster, or more unique solution.
Your industry is evolving, and innovation is a competitive advantage.
5. Do Partnerships Give You Leverage?
Strategic partnerships can open new markets, lower costs, and accelerate growth without the need for heavy in-house investment.
Case Study: Nike and Apple’s Partnership on Wearable Tech
Nike identified that fitness tracking was a rising trend and partnered with Apple to integrate tech into sportswear. Instead of competing, they collaborated—giving both brands access to a shared audience.
Is this your growth driver?
You lack the infrastructure to expand quickly.
Competitors use partnerships to gain market share.
Your industry has companies with complementary offerings.
How to Identify Your Growth Driver
Most businesses assume they know what drives their success, but without data and analysis, they risk focusing on the wrong things.
To determine your strongest growth lever:
Review past revenue performance—what has consistently grown?
Analyse customer feedback—why do people choose you?
Assess operational strengths—what does your company do better than competitors?
Test different strategies—pilot new sales channels, marketing approaches, or pricing models.
Final Thoughts
Kodak failed because it misunderstood its growth driver. Apple, Tesla, and Netflix thrived because they identified theirs. Businesses that focus on the right growth driver don’t just survive; they scale.
If your business isn’t growing the way it should, the problem isn’t just sales—it’s strategy.
Next Steps
Curious about how to identify and maximise your growth driver? Let’s chat—book a free strategy call today.
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