Growth never ends: how established companies find a second wave of growth

Most mature companies eventually face the same challenge — slowing growth or stagnation.

However, research over the past decades shows that stagnation is not an inevitable fate but rather a consequence of organizational thinking and strategy.

Some companies have managed not only to avoid it but also to achieve what scientists call “breakthrough growth” — reaching results twice as high as the average of their competitors and maintaining that level for decades.

The Key to Breakthrough Growth: Strategic Transformation

A global study of 848 companies revealed that only 99 of them managed to sustain high growth rates over ten years. These companies shared one defining trait — a renewed vision and organizational agility. They did not confine themselves to their existing business models but began to redefine their role within the industry.

Reimagining products and services. Older companies often aim to perfect their existing model, whereas successful ones change the rules of the game.
For instance, automakers that once focused solely on selling vehicles are now investing heavily in electric cars, software, and mobility services.

Creating new revenue streams. To stimulate growth, companies must shift from a product-based model to a service-based one — building sources of recurring income.

Cultural Agility and the Role of Leadership

Breakthrough growth is impossible without internal cultural transformation. Established companies often have stable but rigid structures that hinder innovation. Successful organizations combine stability and experience with startup-like speed and a willingness to experiment.

Leadership also plays a crucial role. Executives must foster a culture of calculated risk-taking, allowing teams to experiment and fail without punishment. This blend of technological and human agility becomes the driving force of sustainable growth.

The Importance of Technological Investment

All 99 successful companies shared one key factor — technological modernization.
At the heart of their strategy was data-driven decision-making and the integration of artificial intelligence tools.

Technology enabled them to:

• Predict market trends more accurately,

• Improve customer experience,

• Reduce costs and accelerate decision-making.

In this way, legacy companies transformed into digital platforms that not only serve their customers but also create entirely new markets.

How to Avoid Stagnation: Three Key Steps

1. Redefine your business model. Ask yourself whether your company is still creating real value for the modern consumer.

2. Unlock internal potential. Invest in developing employee skills and fostering a culture of collaboration.

3. Use technology as a strategic tool, not an add-on. Digitalization should be at the core of management and growth — not merely a technical upgrade.

Growth stops when a company starts defending its past instead of creating its future.
Old but intelligently transforming companies prove that stagnation is not a mandatory phase — and with the right strategy, even a traditional organization can evolve into an innovative leader.

*The article was also prepared using data from AI․