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Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.
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If you’re running a business, growth is likely your top priority.
You’re probably looking for ways to increase your customer base, revenue, and profits. But how can you achieve this?
Searching for the next “big idea” can be tempting, but it’s also risky.
Attempting huge, sudden changes tends to backfire.
There is, and it stems from the power of compounding small gains.
The approach is called the “no-strategy strategy.”
Rather than hunting for a silver bullet, it focuses on improving key leverage points in your existing business by small, incremental amounts. When done consistently over time, these minor improvements compound upon each other, ultimately transforming your results.
The premise is simple: Identify parts of your business where a little better performance disproportionately improves your bottom line.
These are your leverage points. Systematically make them a bit better, analyze the impact, then do it again. Continually optimize leverage points and exponential growth follows.
Leverage points vary but often include:
• Long-term customer value
• Size of first purchase
• Conversion rates
• Profit margins
Rather than reinventing your business, the no-strategy strategy is about perpetual fine-tuning.
Think “evolution” rather than “revolution.”
No need for massive risk or capital outlays. Just modest, measurable gains sustained over time.
Why does it work?
Two dynamics explain the effectiveness of the no-strategy strategy:
Small improvements to high-impact areas (like pricing or conversions) scale up results.
Incremental changes build on previous gains. Growth accelerates.
For example, consider pricing. For a business with a 25% profit margin, raising prices by 25% doubles profits instantly. Thanks to compounding, year two’s 25% price increase would double profits again. Your business just quadrupled in two short years with simple price hikes!
The No-Strategy Strategy: A Simple Yet Effective Approach
The no-strategy strategy is a simple yet effective approach that requires discipline in practice. Here are the steps to leverage it in your business:
Identify Key Leverage Points
Analyze your business model to pinpoint parts that provide disproportionate impact if improved. Common leverage points include pricing, profit margins, customer lifetime value, conversion funnel, size of first purchase, etc. Prioritize the ones providing the most leverage.
Measure current performance on key leverage points. You can’t improve what you don’t track. Define clear metrics you’ll monitor for each leverage point.
Make Incremental Changes
Brainstorm small tweaks to improve each leverage point by 10-15%. Pick one or two easy changes to implement. Avoid “boil the ocean” overhauls.
Analyze and Repeat
Give changes time to take effect, then analyze impact on metrics. Keep what works, tweak what doesn’t. Repeat process steadily to drive incremental gains.
The Growth Flywheel
When done consistently, the compounding impact from optimizing leverage points triggers a growth flywheel. Better pricing, conversions, and first purchase size leads to more profit. More profit allows greater marketing investment driving more customers and revenue. Which funds more marketing and growth. And on and on.
The flywheel accelerates growth exponentially over time. Powered by small, incremental gains. Not risky bets.
This flywheel effect explains how companies can double or triple revenue year after year. While competitors stall. They’ve mastered the no-strategy strategy.
Time to Boost Your Flywheel!
Growing a business 10X doesn’t require brilliant tactics or excessive risk if you leverage compounding gains. Sustainable, exponential growth stems from incremental progress.
The no-strategy strategy leverages this reality by optimizing leverage points through perpetual small improvements. By focusing on the right leverage points and making incremental changes, you can achieve sustainable growth and stay ahead of the competition.