Andreas is a passionate and visionary brand builder with 15+ years’ experience of global brand marketing and communication.
Your next opportunity
Find growth with purpose
Andreas Kåreby explains why a unique and business-centric purpose is your best guide when sifting through potential growth opportunities.
Growth is achieved either by attracting new customers or selling more to existing ones, right? Simple in theory but hard in practice!
Growth requires investments, which means that each growth opportunity entails risk. Responsible, and clever, business leaders therefore make sure to choose and plan their growth initiatives carefully. Purpose is one way.
Purpose clearly states why you exist and, when done right, that reason is based in real needs and problems in the world. As it happens, this is also how you identify growth opportunities.
Purpose clearly states why you exist and, when done right, that reason is based in real needs and problems in the world. –Andreas Kåreby, Head of Client Team at Lynxeye
A well-crafted purpose will help you both find growth opportunities and understand if they are a good fit for your company. It will also guide you in whether you can credibly go after an opportunity, i.e. if it is likely to be worth the required investment.
This is one of the reasons why your purpose must never be just a generic tagline. It should be unique to your business and your future opportunities, and it must be business-centric.
Revenue from Tesla’s Energy Generation and Storage business in 2023
A compelling example of impressive growth is Tesla, led by its purpose “Accelerating the world’s transition to sustainable energy”. There are tons of unmet customer needs within this area, including limited vehicle options, range anxiety and charging infrastructure gaps. There’s also challenges for multiple industries and societal dilemmas tied to sustainable energy solutions.
Many problems to solve means there are many ways to grow your business. Tesla saw these opportunities and went for an extended range of electric vehicles, invested in a supercharger network, and expanded access to sustainable energy solutions. These growth opportunities made Tesla enter into brand new industries, but they were all within its purpose.
A purpose that says where you are going and why is a great guide when deciding where to embark for your next growth opportunity. If your current purpose can’t deliver on this, then you might need to rework it.
Andreas Kåreby, Head of Client Team
Andreas is a passionate and visionary brand builder with 15+ years’ experience of global brand marketing and communication. He has worked with all sorts companies - from early-stage startups to some of the world’s most admired companies and brands.
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Andreas is a passionate and visionary brand builder with 15+ years’ experience of global brand marketing and communication. He has worked with all sorts companies - from early-stage startups to some of the world’s most admired companies and brands.
