With a new year on the horizon, I’d like to shift the focus to Leadership and share the following article by Adam Fridman, Founder, MeetAdvisors, published August 19, 2016 in Inc.com, which discusses what INC 5000 honorees are saying about what high-growth companies are doing to be competitive in this landscape with the tools we currently have available:
Every year around this time, the INC 5000 list comes out and our collective conversation turns to growth. And since the latest technology is always changing the way business is done and stories of other disruptors constantly fuel entrepreneurial creativity – the formula for growth keeps evolving.
Last year, Mintigo conducted a study to identify exactly what INC 5000 companies were doing to surpass their success metrics. Among the qualities of the fastest growing companies in America were: efficient use of technology, having an in-house marketing team, hiring with future growth in mind, and focusing on high-growth industries.
The findings of this study have become more and more relevant in growing startup trends – and years from now, those key elements to success will likely continue to be true (even in 2030 when hologram versions of our staff will be teleporting into work!). But let’s get down to the nitty gritty. What specifically are high-growth companies doing to be competitive in this landscape with the tools we currently have available? Here’s what some of the honorees said:
Focus on What You Really Do
In your first years of business, it’s easy to try to be everything to everybody. More services, more opportunities for customers, right? Not so much. It seems that if you want to grow quickly, you need to focus on what it is you really do.
Constance Aguilar, Co-Founder of The Abbi Agency believes that getting hyper-focused was her company’s number one growth driver. “We streamlined our departments, creating a 4-pillar system for business development, which put our leads into industry categories staffed and lead by experts in those particular areas of business,” she said.
Creating a framework for the agency allowed them to expand their marketing agency’s business in specific areas, rather than simply go after ‘anything and everything’. The result was the agency growing 191 percent over the past three years.
Don’t Skimp on Talent
You’ll see this recurring theme across the map with high-growth companies. While technology is great, it’ll never replace the power of human connection.
“High growth is about hiring the most talented team that shares a common vision. Our team’s collective vision is to change the way the world pays,” says Tom Villante, CEO of YapStone, a fintech company that powers payments for global marketplaces and large vertical markets. This past year, Villante added numerous seasoned executive to his team, hailing from companies like Twitter, Paypal, and Salesforce; YapStone was ranked in the list for the 9th consecutive year – having grown 136 percent over a three year period.
Revolutionize Your Customer Experience
Look, we live in a fast-paced world where consumers expect a certain level of customer experience. If they don’t feel taken care of – they’re not likely to darken your door again, no matter how much they need your service.
“We built a company that treats every decision for our customer as if we were making the decision for ourselves,” says Joe Pervan, Partner at The Fulfillment Lab, a fulfillment house that provides customized solutions for global companies. In an industry that is not traditionally customer-focused, this company went against the grain to create technology that fit each customer’s individual needs. A longer process, for sure – but at a whopping 1,735 percent growth in the past three years, they’re glad they took the time.
Anticipate Future Need
Our world is moving at lightning speed and what might be so relevant to your customer today, may not suit their needs tomorrow. This is why it’s important to constantly innovate new ideas that anticipate the future needs of your customer.
This is the 4th year that Madison Logic made the INC 5000 list, and this year they moved up 500 spots. “We attribute this to constantly innovating and staying ahead of the B2B marketplace, while also making it our priority to understand our clients’ needs and create products that help them achieve success,” says the company’s CEO, Tom O’Regan.
It has becoming increasingly clear that, like Madison Logic, we need to listen to our customers and have them tell us what they need.
Judging by these responses, it seems that true entrepreneurial companies are most concerned about creating something great and disrupting their market. In the entrepreneurial world, passion is power – and it seems that if you have that passion for greatness, the growth will come with it.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.