Levers of Growth For A Business – Article Comment
Posted by Ed in Business, tags: MarketingI read a good article called The 3 Most Important Levers of Growth for Business, although I would add a 4th lever, which is to create a new market with a product/service innovation. Its a somewhat fuzzy line to define what is a new market vs. growing an existing market. For example, prior to the late 70′s (or around this time), mobile phones did not exist. Did their introduction signal the start of a new market, or just an innovation in an existing market, which was telecom? 
Or, the authors example of the iPad growing an existing market of portable PC’s. However, the iPad is a tablet and can be considered a new market, since people who have a laptop don’t neccessarily stop using the laptop.
How might this article relate to small CPG/brand manufacturers? Its pretty spot on with its 3 levers discussion. I would emphasize lever 1′s conclusion about growing an existing market or starting a new one with your product; its a tough road to hoe. You will need to spend on consumer education and sampling to get trial and penetration with your product.
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