The So What from BCG Not All Growth Is Good—Here's How to Get It Right
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Jun 4, 2025 In this enlightening discussion, Justin Manly, BCG’s lead on growth and innovation, shares his expertise on crafting effective growth strategies. He emphasizes the importance of understanding a company’s starting point and offers insights from two decades of data on successful business growth. The conversation touches on case studies of Fujifilm and Kodak, revealing the risks of missteps. Justin also highlights the transformative role of AI in business strategies and the need for resilience amidst market disruptions.
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Growth Drives Most Shareholder Value
- Growth is crucial as it generates almost two thirds of shareholder value over ten years.
- However, only 40% achieve value accretive growth, with just 10% doing it consistently.
Not All Growth Creates Value
- Not all growth creates value; a third of growing companies do so in value dilutive ways.
- Poor growth often arises from entering lower margin or less defensible markets.
Kodak vs. Fujifilm Growth Strategies
- Kodak and Fujifilm faced industry disruption differently; Kodak doubled down on film while Fujifilm diversified into medical imaging.
- Fujifilm succeeded by pivoting, showing the value of recognizing and adapting to starting points.