Growing revenue is difficult, complex work. Fraught with uncertainties, lack of information and changing market dynamics means that those who are good at growing businesses are always managing trade-offs in the decisions they make.
Charting your roadmap is difficult as well. There’s no shortage of “thought leaders” making grand claims that “this is the way to do it.” Of course most of these claims are made by someone that has a vested interest in what you do.
Making sense of all of the conflicting information, insights and “best practices” is often the biggest challenge facing growth executives. This is why I’m a fan of science. Science, done properly, is always a pursuit for the truth. When you find a truth, you’ll see that the principles apply to a variety of scenarios - even sales and marketing.
This topic came up recently on a podcast episode where I talked about my recent post on why hiring salespeople is not a smart strategy to stimulate growth. Needles to say, the post is a bit controversial. Anyway, in the podcast I talk about the principle of lift, the physics that make air flight possible and how this lesson applies to growing your business. I thought you would enjoy the excerpt: