Searching for growth? What if, instead of sending your
erstwhile prospectors into distant hills to discover
rich, untapped veins of organic growth–new markets, next
generation products, white space innovation, etc.–you
could strike gold at a fraction of the cost and without
having to venture into risky relationships with new and
unknown customers or partners?
Ask the average executive who is pursuing an organic
growth strategy how he plans to achieve his objectives,
and the answer will typically turn to the “new.” This is
a common and unfortunate bias. Too many companies focus
their growth investments on opportunities outside the
core of their business, ignoring near-in and much more
profitable growth that is available simply by serving
core customers better. pdf
