Why do some projects take off under similar starting conditions, while others can't get off the ground? The answer, as a rule, lies in the " growth capacity" - the company's potential to scale. This capacity stands on three pillars, and ignoring at least one of them inevitably leads to stagnation.

1. The product that the market needs (Product-Market Fit)

This is the foundation, without which everything else is meaningless. Product-Market Fit (PMF) is the point where your product solves the audience's real problem, and that audience is willing to pay for. You can have a brilliant team and an endless advertising budget, but if you're selling something that no one needs, you're building a castle in the sand.

This is your "what". What do you offer the world? Having a PMF is a hygienic minimum, a starting point for any conversation about growth.

2. The Marketing Machine that brings Customers

If PMF is a great car, then marketing is the fuel. It's a streamlined, predictable, and scalable process that draws attention to your product and turns potential customers into real ones. These are not just one-time advertising campaigns, but a "machine": content, SEO, targeting, sales funnels - everything that works systematically.

This is your "how". How will the market find out about you and how will you conquer it? Without this, even the best product risks going unnoticed.

3. A team that believes and strives for growth

And here is the third, most important and often underestimated component. You can have a perfect product (PMF) and a working marketing machine. But if the team behind all this does not have an unstoppable inner drive and faith in success, your growth will stop.

The product is your "what". Marketing is about "how." But the team that that has a passion is your  "who" and "why".

It is this component that determines what happens when a company faces INEVITABLE difficulties.:

• When the marketing campaign will fail, will the team look for new hypotheses or will he give up?
• When a competitor releases a new feature, will the team have a desire to outplay them or will they accept a defeat?
• When there will be an opportunity to enter a new, complex market, will the team see this as a challenge and a chance, or just extra work and risks?

It is an invisible asset that cannot be measured in reports, but which is felt by everyone - from investors to customers. You can hire a marketer, you can refine a product, but it's almost impossible to make a team believe and strive if it doesn't have that fire. It is the COLLECTIVE will and belief of KEY players that their company can and should become bigger that turns a good business into a great one.

Therefore, when building a growth strategy, check all three components. But pay special attention to the third one. After all, he is the engine that will not let you stop when the fuel is running out, and the road will be more difficult than you thought.