In the current business environment that adores concepts like “viral marketing” and “exponential growth,” many marketers develop the idea that growing demand as quickly as possible is the ultimate goal or the pinnacle of success.

However, growing your business too quickly can get you in trouble in several ways. For example, you may not have the resources to adequately serve the customers that you’ve attracted. And having poor customer service can create long-term damage for your brand.

Another possible problem, that you may never notice, is that you might create new demand for the general product or service that you’re offering, but because you’re unable to fulfill that demand, those potential clients will move to other sources for that product or service.

And, finally, because you’ve created unfilled space in the market, you’ve also created easy opportunities for new competitors to enter your market.

The growth of your business, your brand, and your market presence should be planned and controlled to maximize your objectives.

Uncontrolled growth can lead to poor performance, and poor performance can devastate your brand.

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