- Arthur Viente
- Herndon, VA
- United States
President, JLA Home - Design & Contract
Overall business growth is limited; instead, growth is limited to categories that shift based on demand.
We keep discussing growing our economy, yet no one considers the fact that perhaps our economy has aged and limited in growth. There may be growth in a specific category based on new demand, or from fall out of competition; but the actual level of growth is extremely limited. For example, in my industry (retail/wholesale), companies plan for growth, yet the only way this is achieved is through the loss at another company. Demand is often manufactured and not sustainable; so companies force growth at the expense of someone else. We don't need another clothing store, so the only opportunity for growth comes in variation of the presentation.
It would be far wiser for companies to explore their relative markets and plan for sustainable sales; fine the natural demand first, and build a model that can flex to changes in demand. It's not natural for sales to continue to grow, just as a person has a limit in height. Think of it this way, if you're taking steroids to grow (which is similar to how businesses grow), at some point the body can't take it anymore and collapses or dies - the same is true for business. If you build a model that allows for sales to fluctuate up OR down, and still provide a service to both the consumer and employee; that's a better and more sustainable business, adding real value.