The Three Lenses of Growth

Are you looking for a Third Growth Option ℠ ?

Brand Mockup/Customer Journey (CMO); P&L Forecast (CFO);  Process Flowchart (COO)

At the heart of successful business expansion are three essential perspectives that we explore in depth. 

1. The customer lens focuses on journey mapping, branding, and user experience—all crucial elements for connecting with new audiences. 
2. The financial lens forces disciplined forecasting of revenues, margins, and investments, preventing "air castle pie in the sky" thinking by grounding opportunities in fiscal reality. 
3. Finally, the employee lens addresses the often-overlooked operational aspects, including process development and cross-functional collaboration necessary to execute new business initiatives.

By viewing potential growth through these three complementary lenses simultaneously, business leaders gain a comprehensive understanding of what's required for successful expansion into adjacent categories or new distribution channels. 

Subscribe now to learn how to apply this powerful framework to your business and unlock growth opportunities you might be missing.

Always growing.

Benno Duenkelsbuehler

CEO & Chief Sherpa of (re)ALIGN

reALIGNforResults.com

[e-mail]

Episode Transcript

Speaker 1 (00:00):
Benno Bollinger, cfp® CEO.
The Third Growth Option Podcast.
Benno Bollinger, cfp®.
Ceo.
The Third Growth Option Podcast.
Benno Bollinger, cfp® CEO.
The Third Growth Option Podcast.
Benno Bollinger, cfp® CEO.
The Third Growth Option Podcast.
Benno Bollinger, cfp® CEO.
The Third Growth Option Podcast.
Benno Bollinger, cfp® CEO.
The Third Growth Option Podcast.
Ben growth process.

(00:22):
So in the growth framework, wetalked about organic growth,
internal organic growth,acquisition or the third option
that is faster than internalorganic and less risky than
acquisition.
In the growth process, wetalked about the one, two, three
process.
What do you do for a week?
What do you do for a month?
What do you do for a year ortwo in order to turn seven and

(00:45):
eight and nine figure growthopportunities into reality?
In this quick video, I want totalk about just three different
lenses you always want to bethinking about when you're going
to pursue into new adjacentcategories, accessing new

(01:10):
channels of distribution.
You want to have a customerlens, you want to have a
financial lens and you want tohave an employee lens.
The customer lens is yourcustomer journey.
The customer lens is yourcustomer journey.
How does your chief marketingofficer describe this new

(01:30):
business opportunity?
They're probably going to wantto articulate and document a
customer journey.
They're going to maybe mock upa new brand or sub-brand.
They're going to probably mockup the buying process, the user

(01:53):
experience, a new website,potentially.
So the customer vision of howthis new business will work
super important number one.
Number two you obviously want tohave a financial forecast in
terms of when will new revenuescome in over the next say four

(02:14):
quarters, over the next, say,three years?
How will the new revenues buildover time?
At what gross margin are yougoing to build them and at what
cost investments are required tofuel those new revenue dollars

(02:35):
and those new gross margindollars?
So the financial P&L forecastvery important for making the
business case, to make sure thatyou don't have just sort of an
air castle pie in the sky kindof idea.
But P&L forecast will force youto think about number of

(02:58):
customers buying this product orservice, average order size,
etc.
This product or service,average order size, et cetera.
And then the third perspectiveis from the employee's
perspective, from your team'sperspective.
That might be a combination ofprocess, new processes that need

(03:24):
to be developed to execute thisnew business.
That might be process flowcharts or time and action
calendars inside functionalareas of the company, right
Inside sales and marketing,inside product management,
inside operations, insidefinance and accounting, and how
do those processes collaborateand work with each other?

(03:45):
So those are the three ways youalways want to be thinking
about as you are planning theexecution of a new business.