11 Key Factors for Growth by Xavier Marcet, Founder of Lead to Change

During the closing of the Startup Support Program ‘ACCELERATE YOUR GO TO MARKET, Xavier Marcet offered us an inspiring presentation on the keys to a company’s growth, which are essential both to promote a startup and a large company.

At the beginning of the conference, Xavier reflected on the starting point when a startup is created. Many of the limits and uncertainties we encounter endure; they are projected, and it is our job to learn to manage them and understand that things are inherently imperfect. When we start, we have a lot of energy, emotion, and passion; over time, these qualities adjust, but it is essential not to lose them.

Below, we share Xavier Marcet’s ’11 Key Factors for Growth’:

1. The value proposition

The original value proposition of a company or an innovative project is the starting point. It is not the arrival point. Products or services can evolve, but a starting point that is sufficiently differential to attract the attention of customers is necessary. And we must be able to maintain this differential character.

2. The right people

Companies grow thanks to having the right people. Entrepreneurship is a team sport. A progressively compensated team is needed, with different profiles among which the salesperson cannot be missing. The best way to contrast our technology or proposal is to sell.

3. Resources

Creating a company and growing requires having the necessary resources, but the obsession with financing should never overcome the obsession with creating value for customers.

4. Technologies

Technology is a lever of opportunities, but the innovation involved in realizing a differential value proposition involves knowing how to solve a problem, a need, or someone’s aspiration. Confusing technology with innovation is an all too common mistake.

5. Half a step ahead

The success of a value proposition has to do with knowing how to offer it to customers half a step ahead. The tricky thing is to offer a value proposition that enough customers are willing to buy now, not in five years. And from here, grow and be consistent. Evolve with customers. Observe customers to improve the value proposition continually.

6. The seed of culture

Plant the seed of culture. Creating a culture without needing to stuff it with values is essential. With respect and authenticity, cultures have a solid foundation that translates into good treatment of customers, suppliers, collaborators, investors, or shareholders and respect for society.

7. Think about operations logic

Think about the logic of an operation as soon as possible, whether digital or manufacturing. Efficiency is the servant of productivity. You have to prepare to compete. It is not enough to design a product; competitive value chains must be designed as soon as possible. This is where Startups can learn a lot from established companies and vice versa.

8. Communication

Inserting communication into the heart of the product or service is essential. In a world saturated with messages, knowing how to design high-impact communication is essential. The formula is authenticity, brevity, and creativity.

9. Transition from a purpose to a legacy

Usually, the purpose is built gradually as we consolidate our products and services. The purpose is our intellectual or moral engine, but building a legacy is more critical. It is materializing the purpose of what we are capable of leaving behind. Legacy is what gives meaning to trajectories.

10. Don’t get tired of yourself

Transcendent things do not usually consolidate in less than five years. The secret is not to get tired of yourself; to persevere. You don’t have to be addicted to rapid growth; it is better to be addicted to sustained and profitable growth.

11. Go for balance

Memorable companies are balanced. They know how to balance their customer orientation with the respect and well-being of their workers, with compensation to shareholders, and with a clear vocation to improve society through their business work.