From Plateau to Peak – 3 Counterintuitive Strategies to Jumpstart Growth When You’re Stuck

Growth is the lifeblood of any business. But what happens when that growth stalls? When you’ve hit a plateau and the strategies that once propelled you forward no longer seem to work?

In this article, you’ll learn:

• Why conventional growth strategies often fail to break through plateaus.
• 3 counterintuitive strategies that can spark unexpected growth.
• How to implement these strategies effectively, with real-world examples.
• The critical mindset shifts required to embrace unconventional approaches.

It’s a frustrating and all too common experience. In fact, a recent study by McKinsey found that 85% of businesses experience at least one growth stall in their lifetime. And of those, only 30% ever manage to fully recover.

I’ve spent my career working with businesses of all sizes to navigate these challenges. And I’ve learned that the most effective way to break through a plateau is often to do the unexpected. To challenge conventional wisdom and embrace counterintuitive approaches.

In this article, I’ll share three such strategies that have proven to be remarkably effective in jumpstarting growth, even in the most stagnant of markets. These strategies may seem unconventional, even paradoxical, but they are grounded in a deep understanding of human psychology and the dynamics of growth.

Are you ready to break free from the plateau and reach new heights? Then let’s dive in.

Section 1: The Paradox of Effort

The first counterintuitive strategy to jumpstart growth challenges our most deeply ingrained beliefs about success: sometimes, less effort is more.

Conventional wisdom tells us that growth is directly proportional to effort. We work harder, hustle longer, and push ourselves to the limits in pursuit of our goals. But what if this relentless pursuit of effort is actually counterproductive?

Several lines of evidence suggest this might be the case. Take the Yerkes-Dodson law, a principle in psychology that states that performance increases with arousal (think effort) up to a certain point, after which it begins to decline due to stress and fatigue. Similarly, research by Stanford University professor Brooke Caswell found that employees who are constantly overworked and stressed are less likely to be innovative and productive.

The business world offers plenty of examples as well. Remember Blackberry? The once-dominant smartphone maker lost its grip on the market not because of a lack of effort, but because it clung to its outdated technology and business model for too long. Conversely, companies like Netflix and Amazon have achieved meteoric success by constantly experimenting and iterating, even if it meant taking risks and failing along the way.

So, how do we apply this counterintuitive principle to jumpstart growth? Here are a few key takeaways:

• Prioritize rest and recovery: Just like a machine needs regular maintenance to function optimally, so do we. Taking time for breaks, vacations, and even boredom can boost creativity, problem-solving abilities, and overall well-being.
• Embrace the power of saying no: Not every opportunity deserves our attention. Learn to discern between high-impact activities that will move the needle and those that are merely distracting or draining.
• Focus on quality over quantity: It’s tempting to equate activity with progress, but often less is more. Instead of churning out a multitude of mediocre tasks, focus on doing fewer things with greater intention and depth.
• Create space for experimentation: Innovation thrives in an environment where exploration and failure are tolerated. Encourage your team to take calculated risks, try new things, and learn from their mistakes.

Remember, the goal is not to become lazy or complacent. It’s about working smarter, not harder. By shifting our focus from relentless effort to strategic allocation of energy and attention, we can unlock a hidden reservoir of creativity, resilience, and growth potential.

Section 2: Embrace the Power of Vulnerability

The second counterintuitive strategy for sparking growth requires us to confront a fundamental human fear: vulnerability. In the relentless pursuit of success, we often put on a veneer of strength and competence, hiding our anxieties and weaknesses. But it is precisely this vulnerability, this willingness to acknowledge our limitations and imperfections, that can unlock surprising reserves of innovation and connection.

Consider Brené Brown, a researcher who has spent decades studying vulnerability. Her research, backed by years of data, shows that those who embrace vulnerability are more likely to lead authentically, build stronger relationships, and take courageous risks. In the business world, this translates to leaders who are open to feedback, willing to admit mistakes, and unafraid to share their stories – imperfections and all.

This might seem counterintuitive. Aren’t vulnerability and weakness the antithesis of success? In a world that celebrates the “cult of the entrepreneur,” isn’t vulnerability a recipe for failure?

It’s a valid concern, but the reality is different. Vulnerability fosters trust and connection. It allows us to build bridges with our customers, our employees, and our stakeholders. When we acknowledge our limitations, we open ourselves up to collaboration and support. We create an environment where people feel safe to experiment, take risks, and share their own ideas.

This is not about publicly airing our dirty laundry or oversharing personal details. It’s about showing genuine humanness, acknowledging our struggles, and celebrating our progress. It’s about leading with authenticity and humility, inspiring others to do the same.

Here are some ways to effectively embrace vulnerability in the context of growth:

• Share your story: It’s not just about boasting about successes; share the challenges, failures, and lessons learned. This builds trust and helps others connect with you on a deeper level.
• Be open to feedback: Create a culture where constructive criticism is encouraged and feedback is seen as an opportunity for growth.
• Acknowledge your limitations: It’s okay not to have all the answers. Admitting your limitations opens doors to collaboration and problem-solving.
• Celebrate your progress: Even small wins deserve recognition. Celebrating progress along the way keeps you and your team motivated and reinforces the growth mindset.

Case Study: The Vulnerable CEO:

In 2017, Blake Mycoskie, founder of TOMS Shoes, made a daring public confession. He announced that the company’s “one for one” model – giving away a pair of shoes for every pair purchased – wasn’t as effective as they’d hoped. This vulnerability could have been disastrous, but instead, it had the opposite effect. Customers, investors, and employees alike rallied behind Mycoskie, praising his honesty and transparency. The admission led to a renewed focus on impact measurement and a more sustainable business model. By embracing vulnerability, Mycoskie not only navigated a potential crisis but also strengthened TOMS’ position as a purpose-driven brand.

The story of TOMS exemplifies the power of vulnerability in fueling growth. By acknowledging their limitations and seeking solutions collaboratively, TOMS not only weathered a storm but emerged stronger and more impactful. Remember, authenticity and vulnerability are not weaknesses; they are powerful tools for forging deeper connections, fostering innovation, and ultimately, driving sustainable growth.

Section 3: Rethink the Definition of Competition

The final counterintuitive strategy for jumpstarting growth challenges a deeply ingrained belief in the business world: competition is not always zero-sum. While conventional wisdom tells us to view other businesses as rivals to be defeated, a more nuanced approach suggests that collaboration and even coopetition (cooperation + competition) can be powerful drivers of growth.

Imagine a world where businesses don’t operate in siloed ecosystems, fiercely guarding their secrets and fighting for market share. Instead, picture a collaborative landscape where competitors come together to share best practices, co-create solutions, and address industry-wide challenges. This might seem unrealistic, but it’s actually happening already.

Think about the Open Source movement, where developers freely share code and collaborate on projects that benefit everyone. Or consider the rise of industry consortiums that work together to establish standards and solve shared problems. These are just a few examples of how competitive landscapes are evolving, and how businesses are finding that collaboration can unlock new avenues for growth.

But how do we move from thinking of competitors as adversaries to potential partners? Here are some key principles to consider:

• Shift your mindset: Recognize that collaboration is not a sign of weakness but a strategic move that can benefit all parties involved.
• Identify common ground: Look for areas where your interests and challenges align with those of your competitors. This could be anything from joint marketing initiatives to collaborative R&D projects.
• Build trust and communication: Open communication and transparent relationships are essential for successful coopetition.
• Set clear boundaries: It’s important to define the scope of the collaboration and establish clear parameters to avoid potential conflicts.

Case Study: The Rise of the Frenemy Alliance

In the world of online travel booking, Expedia and Booking Holdings were fierce competitors for years. However, in 2014, the two companies surprised the industry by announcing a partnership to jointly invest in Chinese online travel giant Ctrip. This seemingly unlikely alliance allowed both Expedia and Booking Holdings to gain a stronger foothold in the rapidly growing Chinese market, benefiting all three companies involved.

The Expedia-Booking Holdings-Ctrip collaboration is a testament to the power of coopetition. By identifying a common goal (expanding in China) and setting clear boundaries, the three competitors were able to unlock significant growth opportunities that would have been impossible to achieve alone.

This case study demonstrates that competition is not always a zero-sum game. By embracing coopetition and forging strategic partnerships with industry players, businesses can tap into new markets, access resources, and accelerate innovation, ultimately leading to greater success for all involved.

You now have a comprehensive toolkit of counterintuitive strategies to jumpstart growth when your business is stuck. Remember, these strategies are not about shortcuts or magic tricks; they require a deeper shift in mindset and a willingness to challenge conventional wisdom. However, the rewards can be substantial, unlocking new avenues for innovation, fostering deeper connections, and ultimately propelling your business to new heights.