The company was called The Change Group and we helped pastors raise money.
When I stepped into this startup, annual sales were about $450,000. Three years later, we had reinvented the brand and revenue topped $2 Million. We won a marketing award and were listed at #602 on the Inc5000 list.
Three years of rapid growth. Enviable growth.
People often ask me about what caused The Rocket Company to grow.
- Was it the switch from consulting to online courses?
- Was it the partnership with Jeff that led to the involvement of Andy?
- Was it enlarging the brand and launching other courses like Preaching Rocket and Volunteer Rocket?
- Was it the discovery of InfusionSoft and the world of online marketing?
- Was is Michael or Casey or the quality work from the quality team?
It was none of those things.
And it was all of those things.
There wasn’t one single discovery or one change in focus that led to explosive growth. I’d like to think the revenue growth chart coincided with my leadership, but that wasn’t it. It was all of these things working together, plus a little luck thrown into the mix.
We like to look for the silver bullet, but in my experience, it’s the consistent firing of the six-shooter that leads to results. We’d like to think a superhero hire will safe the day, but it’s the consistent, quality work of a good team that leads to results.
Of course it helped for Jeff to interview Andy for the first big online event. But that alone wouldn’t have led to sustained growth. Maybe a spike, but not a solid uphill climb.
Of course it helped to build a bigger brand and launch a more professional looking website. But no matter what designers tell you, a new logo or website without a corresponding growth strategy will just make you look better on your road to mediocre results.
The growth of a company is like the growth of a child. It’s not any one thing, it’s all of the things. Eat right, go to school, good friends, time with parents…it all matters because it all works together.
Anytime someone reduces a large-scale victory down to one single moment or one single element, decision or person, they aren’t telling the whole story. They are leaving out other details to simplify the story. “We were struggling and then we made this one change and it made all the difference in the world,” sounds great, but it stops short of capturing the total solution.
- All you have to do lose weight is count calories.
- If you would just switch to this software, you’ll have results.
- If we could only staff this one position, things would be different.
- If we could just get this famous person to tweet about our product, sales would explode.
Nope, nope and more nope.
That’s silver bullet, superhero thinking and it won’t produce the results you’re looking for.
It’s not any one thing. It’s all the things.