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The Third Growth Option with Benno Duenkelsbuehler and Guests
Welcome to The Third Growth Option, where we're not just talking about growth—we're making it our mission.
At TGO, we understand that success isn't a fixed destination; it's an ongoing journey with twists, turns, and unexpected detours that take us to new places. Those moments are our Third Growth Options, where we throw away binary choices to create our own path.
Hosted by Benno Duenkelsbuehler, O.G #GrowthNerd, we're on a mission to redefine success inside and outside of business, one episode at a time. From humble beginnings to Fortune 500 companies, our stories are not just about business—it's about the relentless pursuit of greatness in every aspect of life.
With each episode, we don’t just want to share insights—we want to empower business owners across all frontiers to carve their own path to success, their way.
Want to learn more?
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The Third Growth Option with Benno Duenkelsbuehler and Guests
The Three Lenses of Growth
Are you looking for a Third Growth Option ℠ ?
Brand Mockup/Customer Journey (CMO); P&L Forecast (CFO); Process Flowchart (COO)
At the heart of successful business expansion are three essential perspectives that we explore in depth.
- The customer lens focuses on journey mapping, branding, and user experience—all crucial elements for connecting with new audiences.
- The financial lens forces disciplined forecasting of revenues, margins, and investments, preventing "air castle pie in the sky" thinking by grounding opportunities in fiscal reality.
- Finally, the employee lens addresses the often-overlooked operational aspects, including process development and cross-functional collaboration necessary to execute new business initiatives.
By viewing potential growth through these three complementary lenses simultaneously, business leaders gain a comprehensive understanding of what's required for successful expansion into adjacent categories or new distribution channels.
Subscribe now to learn how to apply this powerful framework to your business and unlock growth opportunities you might be missing.
Always growing.
Benno Duenkelsbuehler
CEO & Chief Sherpa of (re)ALIGN
Benno Bollinger, cfp® CEO. The Third Growth Option Podcast. Benno Bollinger, cfp®. Ceo. The Third Growth Option Podcast. Benno Bollinger, cfp® CEO. The Third Growth Option Podcast. Benno Bollinger, cfp® CEO. The Third Growth Option Podcast. Benno Bollinger, cfp® CEO. The Third Growth Option Podcast. Benno Bollinger, cfp® CEO. The Third Growth Option Podcast. Ben growth process.
Speaker 1:So in the growth framework, we talked about organic growth, internal organic growth, acquisition or the third option that is faster than internal organic and less risky than acquisition. In the growth process, we talked about the one, two, three process. What do you do for a week? What do you do for a month? What do you do for a year or two in order to turn seven and eight and nine figure growth opportunities into reality?
Speaker 1:In this quick video, I want to talk about just three different lenses you always want to be thinking about when you're going to pursue into new adjacent categories, accessing new channels of distribution. You want to have a customer lens, you want to have a financial lens and you want to have an employee lens. The customer lens is your customer journey. The customer lens is your customer journey. How does your chief marketing officer describe this new business opportunity? They're probably going to want to articulate and document a customer journey. They're going to maybe mock up a new brand or sub-brand. They're going to probably mock up the buying process, the user experience, a new website, potentially. So the customer vision of how this new business will work super important number one.
Speaker 1:Number two you obviously want to have a financial forecast in terms of when will new revenues come in over the next say four quarters, over the next, say, three years? How will the new revenues build over time? At what gross margin are you going to build them and at what cost investments are required to fuel those new revenue dollars and those new gross margin dollars? So the financial P&L forecast very important for making the business case, to make sure that you don't have just sort of an air castle pie in the sky kind of idea. But P&L forecast will force you to think about number of customers buying this product or service, average order size, etc. This product or service, average order size, et cetera. And then the third perspective is from the employee's perspective, from your team's perspective. That might be a combination of process, new processes that need to be developed to execute this new business.
Speaker 1:That might be process flow charts or time and action calendars inside functional areas of the company, right Inside sales and marketing, inside product management, inside operations, inside finance and accounting, and how do those processes collaborate and work with each other? So those are the three ways you always want to be thinking about as you are planning the execution of a new business.
