Three: From Growth to Growth

Ask managers in Atlanta, Delhi, or Copenhagen where their growth comes from, and they will give you a clear answer: selling more. Yetin a world constrained by every type of resource, including landfill space, only one type of “selling more” is possible. We are taught to look at our businesses in terms of our products—even the financial services industry uses the term “product.” Yet it is precisely in the service of creating more with less—designing a total solution, a unique experience—where growth lies.

The surprise is that once you sell a total solution, rather than get attached to one specific product, you are eternally motivated to innovate with the highest level of resource intelligence. Once we put aside products and start selling relevance, the question changes. It is not “To grow or not to grow?” but “What do you want to grow?”