Partner at Growth Constructors, MRS Fellow, NED, Growth Strategy & Insights Transformation. Ex-Global I&A Lead at InterContinental Hotels Group and Carlsberg Group.
Apply a simple logic to order and prioritise your growth strategies. If one scans through all marketing strategy books on the shelf, one must conclude that, in totality, these list an almost exhaustive range of methods to drive growth. Obviously, the challenge of growth is not to simply know all possibilities. Rather, it is to select the method that will work best for you, at this moment in time. At Growth Constructors, we apply simple logic to inform effective growth strategies that direct you where investment has greatest impact whilst steering you away from inefficient choices. Our first premise is clear: ‘if you cannot move it, it cannot drive your growth’. An effective growth strategy starts by focusing on drivers you can realistically influence. Our second premise is that every growth driver has a depletion point. The final 20% of potential is usually far harder, and less efficient, to achieve than the first 80%. These two premises alone help you order and prioritise your growth strategy. In FMCG categories, for example: • Distribution is the first gatekeeper of success: no distribution, no sales. If distribution is your growth driver, trade marketing is key to accelerating your growth. • But once distribution reaches a certain threshold, it becomes more effective to drive higher rotations than to chase wider distribution. Marketing and communication now plays a bigger role. • As rotation gains flatten, new product or range extensions may deliver more profitable growth than further distribution expansion. NPD now becomes a growth driver. • And when distribution, rotation and extensions all approach saturation, the next frontier becomes price, size and margin optimisation. Where revenue & yield management now takes the lead as the key growth driver. At Growth Constructors, we cut to the chase of business growth. We believe effective growth strategies depend far more on clear logic and realism than on ever-expanding data, flashier tech or high-profile consultants. If you're interested to learn more, please reach out to us at Growth Constructors. Growth Constructors: Growth Insights For Growth Leaders
