Growth is a singular word.
But all growth is not created equal.
It comes in many shapes, sizes and colors.
First, there is red growth. Red growth is small.
Red growth is like a roller coaster.
Up one month, down the next.
It’s gut wrenching for the team, for the business, for the business owner.
Red growth is very typical for micro businesses.
When you stay in the red zone it keeps your business small; a micro business that never grows beyond $3 million.
Second, is green growth.
Green growth is steady.
Green growth is comfortable.
It’s like a glider going along.
You’re making money.
You’re seeing revenues and profits increase.
It’s comfortable! You can create a comfortable living for your family, for yourself, for your employees.
You’re moving forward but you’re not scaling.
Maybe you’ve gotten to around $5 million or so in revenue and you’re bouncing around that number for a few years or more.
Maybe, just maybe, you’re starting to feel frustrated that you can’t get any further any faster!
To move beyond green growth, you have to get uncomfortable! You have to find new places to grow.
Third, there is black growth.
Black growth is scaling growth.
Black growth is hitting a high velocity in your revenue and your profits.
You’re seeing your value increase. You’re feeling like you can get to your goals faster, with confidence.
You’re on the bullet train. You’ve got velocity.
You know you’re going to get where you want to go.
Black growth feels great. It’s euphoric.
It’s the mid-market company that has achieved real presence in the market, has a strong customer base. Is run by a great management team. Enjoys the freedom of dedicated, energetic employees.
If we’re being honest, black growth is where most of us want to be.
Finally, there is white growth.
When you reach white growth, you are at the point at which you can start to capitalize on your velocity.
You can unlock the wealth that’s in your business. You can start looking toward your exit, knowing that you can fund your next chapter of life, realize your dreams, confident that your business has taken you exactly where you want it to go.
So my question for you today, is what color is your growth?
Are you at that red stage where you’re scrambling as hard as you can. Everything’s on fire, and you just can’t figure out how to get to that next stage?
Or are you at green growth where you’re comfortable?
Maybe that’s just fine for you, or maybe you’re a little frustrated that you haven’t gone further faster, and you’d like to see that green growth turned black.
Or maybe you’re in the black. You’ve got velocity. You’re hitting your targets. You’re moving forward and you’re getting where you want to go.
Then, again, you might be at white growth ready to exit and wondering exactly how you are going to exit the way you want to, on your terms, with the value and the wealth that you have created in your business for all those years.
Whichever level of growth you’re at today there are two pillars that will get you to that next level.
The first pillar is based on a core set of guiding principles.
Three guiding principles that will shift your growth in the next level.
These three guiding principles are: mindset, momentum and measurement.
Let’s take a look at each of these.
- Mindset – When we typically think about growth, we think revenue. But the power comes when we think value instead of revenue. A value mindset focuses on both the top and the bottom line. It considers costs and risk mitigation as well as cash flow. At Octain, we bring a value mindset to your team. We evaluate every marketing move based on its ability to create value. We help educate the management team on value-based marketing principles.
- Momentum – Momentum means continuous improvement, quarter over quarter, year over year. It comes from systemizing your marketing operations with systems, process, tools and metrics with a focus on relentless execution.
- Measurement – Creating and accelerating value requires measuring every business activity against your goals, objectives and KPIs. Weekly. So you immediately know when you are on or off track. So you never lose momentum and drift back into scary red growth. At Octain we measure five key marketing metrics for every client and every project.
The second the second pillar is embedded systems You must systematize your business in three key areas:
- Systematize your business operations with a proven system like EOS or similar.
- Systematize your financial operations with clean books and a forward-looking approach.
- Systematize your marketing.
And for that Octain has the solution.
The Octain Growth System is a marketing operating system that combines strategy, smart execution and automation to move your company from frantic marketing activity to sustainable marketing operations.
Our strategy lays the foundation. Our smart execution develops and implements the roadmap for your success. Our automated tools create sustainable results.
No matter what color your growth is today, Octain can help move you to the next stage.