Organic growth is a blessing and a curse.
On one hand, customers know and like and trust your brand, sales are coming in, and there is no need burn all your cash on marketing activities. Sing praise to the gods of commerce.
But nothing grows forever. Except maybe ears and noses.
Facial cartilage notwithstanding, gravity always triumphs. It’s undefeated. Everything plateaus eventually.
And therein lies the curse of organic growth.
Doing great work and then sitting back with your fingers crossed and waiting for the phone to ring is not a smart or sustainable business strategy.
What got you here will not get you there.
Eventually, you have to make the transition from an emergent strategy to a deliberate one. Otherwise you will continue to be, as my mentor used to say, riding a bicycle downhill and thinking your legs are strong.
Now, does that mean every successful brand needs to be boosted by a powerful marketing machine working every conceivable angle?
Not necessarily. The great music critic reminds us that the spoils go to the innovator if he is willing to double down and never rest on his laurels.
If your brand has been blessed with the gift of organic growth, make sure you don’t become entombed in the complacency that will eventually spell its decline.
If your road is beginning to level out, it’s time start pedaling.
Make that, start peddling.
LET ME ASK YA THIS…
What sign is your business pretending not to see?
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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.
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