The global markets are saturated - how can companies still grow in this situation? One answer to this question is: by talking about growth. Because there is a strong correlation between the extent to which companies discuss new business options at board level and their actual success. This is shown by our international CxO study, for which we surveyed over 770 board members and executives from a total of 14 industries.
Companies that invest time in growth topics are more successful
Organizations that are successful in growing in 2024 (at least +5% in revenue, at least +3% in EBIT) invest more than half of their time in board meetings to discuss top-line issues - that is, potential new business. In companies that expect no or little growth, it is only 45 percent. Here the focus is on bottom-line issues, essentially on cost optimization. A coincidence?
Rather not, because various studies show that economic success is more likely to occur when specific goals are anchored. Those who systematically focus on growth potential are also more likely to see it. Growth as a positive "self-fulfilling prophecy" then.
In German companies in particular, discussions revolve more around risks and less around opportunities. It is often the case that decisions are hedged as best as possible until the opportunity is no longer favorable, the competition has passed by or the list of cons is simply overwhelmingly full. Few dare to make a start and boldly focus on growth.