Monday, November 09, 2026
Half your enquiries drain you because your marketing is built to appeal to everyone. Seth Godin's Purple Cow and a real client story show SME owners how to find the one sentence that's actually remarkable.
Last updated 15 November 2026. Published by Simple-Growth (Motherbase Limited). Market: New Zealand.
This is a story about an owner who wants to grow the business in the right direction — but who's been circling the same big decision for months, because every option looks equally risky and nobody's ever shown them a way to compare them properly. New market? New product? Double down on what's already working? You've turned it over in your head a hundred times, usually around 11pm, and you're no closer to an answer than you were back in July. That's not weak leadership. It's trying to choose between four genuinely different directions using the same gut feel that got you this far — when gut feel was never built for a decision this size.
Every growth decision gets flattened into one feeling: "this is scary, so I'll wait." But a new market, a new product and squeezing more out of your existing customers aren't the same gamble wearing different outfits — they carry different risk, different timelines, and different demands on you personally. Treat them as interchangeable and you'll either freeze on all four, or default to whichever feels most familiar, which is rarely the one that actually fits where the business is right now. Months disappear this way, nothing written down, no real comparison ever made.
Igor Ansoff's Ansoff Matrix splits growth into four distinct routes instead of one vague feeling of risk — and most stuck decisions turn out to be a muddle of two or three of these at once, which is exactly why they feel impossible to weigh up.
Kevin worked on 60+ global brands at DDB, Ogilvy and Saatchi & Saatchi, and the lesson that stuck hardest came not from a campaign but from watching how McDonald's actually grew. Not by chasing every opportunity in every market at once — each move was deliberate and sequenced: get the system right where you already are, prove it, then take that exact system somewhere new. The brands chasing everything everywhere at once quietly disappeared within a few years. The ones who picked a route and proved it first were the ones still standing decades later.
"…it was the most notes I have ever taken from any speaker."
Steve Holloway
Founder, Between Two Beers Podcast
Naming four routes doesn't remove the fear — it just gives the fear somewhere to go. Most owners still default to whichever option feels familiar, because familiar feels safer even when the evidence points elsewhere. This isn't for you if you've already mapped your real options against actual numbers and are confidently backing one — some owners genuinely have, and it shows in how calmly they talk about what's next. It's for the owner running the same four scenarios through their head since before winter, nothing written down, nobody outside the business weighing in.
Pick a lane with your eyes open, even an imperfect one, and you'll move further in a week than another six months of turning it over alone ever will.
A strategy tool from Igor Ansoff that splits business growth into four distinct routes — market penetration, market development, product development and diversification — each carrying a different level of risk, so an owner can compare options properly instead of weighing them as one vague gamble.
Usually market penetration — selling more to the customers you already have. It's the lowest-risk route, the fastest to test, and often the one that's been overlooked simply because it feels too ordinary to count as real growth.
Not always, but it's the highest-risk route and rarely the right place to start. It tends to work best once a business has already proven one of the other three routes and has real evidence, not just enthusiasm, behind the next move.
If you've been stuck on the same decision since before winter, that's the conversation worth having first.