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    Feb. 2012

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Le Regard #2 - Can growth be sustainable without meaning ?

Mawenzi Partners releases Le Regard #2 - Can growth be sustainable without meaning ? "

"Every day in Africa, a gazelle wakes up. It knows it has to run faster than the fastest lion or it will be killed. Every morning, a lion wakes up. It knows it must run faster than the slowest gazelle or it will starve to death. Regardless of whether you are a gazelle or a lion, when day breaks, you'd better run and run faster than you did yesterday because otherwise you will die." African proverb

"The current crisis is the worst since 1929", "2012 is set to be the year of negative growth in Europe","morale among households and manufacturers is at an all-time low" … Every morning, we switch on our radios to be greeted by a glut of pulse-raising reports predicting a growth apocalypse. So what if there is no growth? Ultimately why do we need to grow? This is a bold and even sacrilegious question for a consulting firm specializing in strategy and organization with a focus on growth plans. It is nevertheless a legitimate question. What incites companies to grow continually? Could we not envisage a stagnation model once a certain level of wealth is reached? As our African proverb suggests, nature teaches us that growth and development are vital to the survival of species, but is this also true of companies? Companies are not gazelles and even though they sometimes try to act like lions, it is not easy for us to understand immediately why they grow. And even though growth is necessary, not all types of growth are the same.

Years of consultancy work on issues relating to growth have left Mawenzi Partners with the firm belief that companies' growth is strongly linked to their 'meaning' and that successful growth strategies require understanding, formalization and communication of companies' purpose in order to create i/ a relevant and operable strategic vision and ii/ a specific framework for developing this strategy. It is therefore fundamental for companies to determine their meaning and apply it to all their growth plans.

Meaning helps create a relevant shared vision, a collective identity, an objective shared by all and a feeling of belonging capable of fostering team spirit, motivation and efficiency. Companies guided by meaning send a strong signal to consumers, politicians, and strategic and financial partners on their identity and aspirations and fully play their role as economic and social drivers.

Could 2012 with all its predicted economic difficulties paradoxically be the year in which companies go back to basics, identifying their meaning and using it to create growth based on solid foundations enabling long-term survival?"

You can read more about it in Our Publications section or on our Linkedin page (only French version available)


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