After three years of cost cutting, growth is back. In our annual survey, 71% of chief executives say growth is their first priority for 2027, up from 44% two years ago. But only a third say their organisation is ready to capture it.
Three sources of value
- Adjacent markets. Leaders move into neighbouring customer needs, using assets they already own.
- Pricing power. Companies that price with data grow margins two to three points faster.
- Productive AI. The fastest growers use AI to free people for customer work, not just to cut cost.
Growth rarely comes from a single bold bet. It comes from a portfolio of moves, made faster than competitors.
What the leaders do differently
They reallocate capital every year instead of every five, they fund new businesses outside the core budget and they measure progress monthly. They also invest in their people: the top quartile spends twice as much on skills as the median.
Five questions for your next board meeting
- Which three markets will drive half of our growth in 2030?
- How much of our capital moved between units last year?
- Where do we price below the value we deliver?
- Which AI use cases already pay for themselves?
- Do our incentives reward growth or protect the core?
