Growth is found now in uncomfortable places.
The literature on growth is vast, but almost all of it presumes that growth is a matter of following well-known principles of business as usual. This succeeds when growth is found in comfortable places. For decades, this has been the case, but it is true no longer.
Growth has not been squeezed out by adverse conditions. Rather, growth has shifted to places beyond the reach of companies unable or unwilling to get uncomfortable.
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J. Walker Smith is chief knowledge officer for brand and marketing at Kantar Consulting and co-author of four books, including Rocking the Ages. Follow him on Twitter at @jwalkersmith.