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The Point of Exponential Growth

Monte Wyatt & Brad Sugars, Feb 04, 2020

As coaches, we’ve worked with thousands of companies to get them on the path of exponential growth. Over time, we’ve seen a disturbing pattern emerge: a business’s profit has become more important than its success. The companies we work with mean so much more than just money to the people who rely on them that we’ve recognized that the bottom line for a business is being sustainable, predictable, stable, and consistent so it can continue to create emotional connections between the work it does and the people it serves.

When a company only thinks of profits, it ignores hundreds, thousands, and even millions of small things that it thinks are valueless:

  • Morale
  • Employee engagement
  • Employee retention
  • Impact on our communities and the world at large.

But these are the things that make us want to go into work every day, make us want to do our very best, and satisfy us at the end of the day. If we’re not accomplishing all of this, why run a business at all?

We believe the main point of running a business and running it so it can achieve exponential growth is not only to increase the money in our pockets but to amplify the good it makes possible. A business is an engine of change and it enables our purpose in life. This is a lofty ambition, but it gets us up every morning, ready to do more.

We compare this attitude to magic, for several reasons, but the biggest is that magic, whether in fairy tales or on stage, offers us a vision of a world that’s better than the one we live in, one we all wish was true. Our experience in making companies successful has shown us that such visions can be made real. When that’s done with habitual intentionality so that it seems to take no effort at all, well that’s magical.

We think business should be magical by design. Business should be creating situations where it's easier to believe in enchantment than all the painstaking work and intricate details that go into wowing constituents. True magic means no one suspects how much hard work goes into developing the necessary processes so that a skilled team can be in the right place at the right time without wasting a single motion so it all looks natural and the audience never notices what’s happening behind the scenes.

The harder the team works behind the scenes toward the shared goal of wowing their audience of constituents, the more successful they become because it's easier to believe in magic than in the labor it takes to make something look effortless. The showmanship of the late Steve Jobs in introducing new iPhones or iPads concealed a lot of very hard work that combined the business disciplines found in any company into a single integrated idea designed to astonish audiences and get them to believe in a world made better by Apple products.

The Apple experience is a magic show, and it achieves that by accepting that magic isn’t real, that it’s really hard work to add zeros to the mess of modern commerce with all of its technology, practice, planning, and support. And yet, every added zero contributes to the company’s exponential growth and phenomenal success.

When a company commits to exponential growth by making even a modest investment in itself, it can achieve optimal success, because each zero-added investment multiplies the value of other such improvements.

If every aspect of your business team morale, revenue, margins, customer loyalty, sales, everything had a zero added to it, you’d increase its value and make it that much larger. Exponentially larger.

You are surrounded by many more possibilities for growth than you realize. All it takes is improving adding zeros to things that can be measured because what gets measured improves.

Once you start measuring something, you unconsciously try to improve it because you're watching it.

That is what the 5 Disciplines for Exponential Growth achieve for you. They provide a sharp level of awareness that we have methodically broken into five easy-to-understand disciplines that enable you to see things about your business you could not see before, or maybe were unwilling to acknowledge.

Here are the 5 Disciplines, which are the nuts and bolts for exponential growth:

  • The Discipline of Strategy. By articulating how you do business, you create your strategy. This leads to sustainability.
  • The Discipline of Business Development. When you understand the causes of past growth so you can calculate future growth, you will have predictability.
  • The Discipline of People. When leadership regularly and consistently develops the right people, it will build stability with a great company that has high employee engagement and retention.
  • The Discipline of Execution. When your company is dependable, and has developed processes, effective management and a companywide knowledge of financial controls, you will create consistency.
  • The Discipline of Mission. When a company lives by its core values, knows its purpose and gives back to the community it creates emotional connection.

To recap, when a company commits to exponential growth by making even a modest investment in itself through implementing the 5 Disciplines, it can achieve optimal success, because each zero-added investment multiplies the value of other such improvements.

We'd love to hear from you. What areas of our organization need improving? Thank you for sharing.