Strategies for solid growth: the importance of organizational introspection before market expansion

To grow or not to grow? That is the dilemma many professionals and entrepreneurs face when they find themselves in an apparently static limbo, where time passes without bringing improvements or worsening situations.

A different perspective I believe is: how to embark on the path of growth and, most importantly, when is the right time to do so?

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I am convinced that every entrepreneur and every professional dreams of making an indelible mark on the market with their work, expanding their business, and increasing business and personal profitability. It's a common desire, a goal that many aspire to, but it requires much more than simple dreams and ambitions; it requires a strategic vision, a precise action plan, and, above all, a solid foundation to build upon.

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Marketing strategy is often seen as the primary step toward corporate growth. It's certainly a valid assumption: promoting one's business, attracting new customers, increasing sales, and boosting revenue to the skies! However, there's a fundamental detail that is all too often overlooked: the internal preparation of the company for growth.

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Marketing experts worldwide: how many times have you done a great job and been abandoned by your clients because they don't generate more revenue or fail to visualize the economical growth produced by your strategies? Personally, I've witnessed this scene several times.

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Imagine a situation where an exceptional marketing campaign brings a flood of new customers to your business, but you're not ready to accommodate them all. The result could be disastrous.

That's why a company unprepared to handle a sudden (or even gradual) increase in demand could find itself grappling with serious production problems. Delivery delays, compromised product or service quality, and a lack of resources to meet growing demands could undermine the company's reputation and threaten its existence in the market, leading to "implosion."

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That's why it's crucial, before diving into wonderful marketing activities, for a company or professional firm to undergo careful internal self-assessment. It's necessary to know one's maximum production capabilities, identify and address existing operational and functional issues, and implement continuous improvements.

Constant analysis of relevant business indicators and the subsequent digitalization of work processes are essential steps to ensure that the company or firm is ready to handle significant growth.

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Only after completing this preliminary work can one consider embarking on more aggressive marketing activities. Only after measuring and improving can one understand how far sales can be pushed before reaching a "production saturation" point based on an efficient system. Only then can one recognize the warning sign indicating when it's time to consider hiring new resources (human, instrumental, and/or financial) to support further expansions.

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In this context, the methodologies and tools implemented to improve internal efficiency become fundamental and strategic. They ensure that daily work is managed efficiently, that the production of services or products is optimized, and that the company has the ability to constantly monitor its own performance. These tools are not just "decorative elements" but the pillars upon which the dream of growth is based, the reinforced concrete structure that guarantees stability and resilience over time.

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I urge every entrepreneur and independent professional to reflect on their dream of growth and their current corporate or professional status. It's important to consider what needs to be done internally before trying to grow externally in the market. Only by building a solid and resistant foundation can one realize their dream of lasting success and leave an indelible mark on the market.

Hi, I'm Roberto Giarratana, Organizational Consultant, creator of the I.O.P.? Method, and I help professional firms and micro and small businesses to improve their performance through order, data and digitalization.