The real questions are, “What is our growth ambition?” “How fast should we grow?” “How will we do it?”
Your growth trajectory will vary, depending on circumstances. Sometimes, it makes sense to “go for it” with a vengeance, to spend freely on market share through new product launches, price cuts, promotions, or distribution improvements; or through acquisitions or alliances. At other times, you need to slow down, get your house in order, and wait for the next opportunity. Always, though, your strategic conversation must focus on growth.