How far can an organisation grow?

I have worked with big and well-established enterprises as well as start-ups. I observed several differences, but what was common was discussions on growth. How much growth should we target this year? How is our competition doing? What is the  market expecting?

Mathematically speaking, linear growth is good. Exponential growth is awesome. However, both growth trajectories will eventually reach a saturation point for most  organisations.

Let’s consider a non-factual example. The best goal that Apple can have is to equip every citizen in this world with a Mac, iPad, and iPhone by eliminating competition. The goal is still finite. What does Apple do after equipping every citizen in this world with an Apple device? 

Here’s another example. Toyota can target achieving a monopoly in the automobile industry. Every vehicle that is driven in the world should be made by Toyota. This goal is still finite. What does Toyota do next after achieving this difficult but finite goal?

Can Apple and Toyota enter the breakfast cereal market once they achieve their goals? Are these organisations built to metamorphose into new entities that can become leaders in entirely new markets? The idea of Apple or Toyota making breakfast cereals sounds like a ludicrous proposition.

So how else can an organisation achieve perpetual growth if it is not built to metamorphose? Especially when the demand for any product or service is finite. An organisation should have the capability and flexibility to take up new products or services as it progresses.

What are the factors that dictate an organisation’s abilities to grow perpetually? Hard skills or technical expertise? Sales and marketing efforts? Internal processes? Or a solid vision that drives the entire organisation?

In my experience, I found a vision to be the most significant factor. For any organisation, growth stops at the boundaries that they set for themselves. I believe organisations should be driven by visions that are not finite. As the organisation and the marketplace evolve, an organisation’s vision should have the ability to provide a new interpretation. Thish leads to a new goal which leads to further growth.

Disclaimer: Brand names used are just examples. There is no intent to criticise their respective visions.