2. The formula for growth is not infinite

2. 增长没有固定的公式

There are clear pathways to growing abusiness. Once you have your core product or service, your opportunities comefrom selling it to more customers. Eventually the quest for customers leads tonew markets. Simultaneously, companies seek to expand. Perhaps they look fornew ways to leverage their main products, or they seek to offer new services.

企业增长有清晰的路径。一旦你有了核心产品或服务，把它出售给更多的消费者，你就会获得增长机会。最终，为了赢得更多的消费者，企业会进军新的市场。同时，企业还试图扩张。企业可能会寻找新的方式来利用它们的主打产品，或者它们会试图提供新的服务。

And that’s it. Growth comes from sellingthe same thing to new customers or selling new things to existing customers, orboth. What happens when a company and its leaders have pretty much played allthese cards? Where else can Coca-Cola sell their products? Are there some productcategories that Wal-Mart and Tesco have yet to uncover?

这就是全部了。增长来自于把同样的东西出售给新的顾客，或向现有的顾客出售新的东西，或者双管齐下。但是，当一家企业基本上打完了所有这些牌以后，会发生什么？可口可乐还可以卖到哪里去？还有什么产品类别是沃尔玛和乐购没有覆盖到的吗？

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