The Four Revenue Growth Antagonists™

Four Problems That Steal Your Time, Attention and Resources

Complexity caused by incomplete, inconsistent, disconnected, or missing revenue growth infrastructure.
Fragmentation caused by departments, processes, technologies, and management practices that evolve independently and don't work together.
Friction caused by people operating from different assumptions, beliefs, priorities, terminology, and expectations.
Chaos caused by revenue growth initiatives and solutions implemented without understanding what needs to come first or work together.

Together, The Four Antagonists interact and reinforce one another—creating The Predictable Pattern of Recurring Problems.

Revenue Growth Infrastructure becomes incomplete, inconsistent, disconnected, or missing.
People struggle to know what exists, what's current, and what should be used.
Workarounds, meetings, spreadsheets, and individual heroics fill the gaps.
As the organization changes, the deficiencies become increasingly difficult to manage.

Complexity Grows—making revenue growth increasingly difficult to understand, manage, and improve.

Departments, processes, technologies, and management practices begin evolving independently.
Changes are made to address immediate problems, priorities, and local needs.
Individual decisions may make perfect sense when considered on their own.
Over time, the changes become increasingly difficult to synchronize across the organization.

Fragmentation Grows—making it increasingly difficult to keep the pieces working together.

Executives, managers, and individual contributors bring different experiences and perspectives.
People develop different assumptions, beliefs, priorities, terminology, and expectations.
The same problems and priorities are interpreted differently across the organization.
More time is spent debating, clarifying, correcting, reworking, and resolving disagreements.

Friction Grows—consuming more time and attention while slowing decisions and execution.

Revenue growth initiatives and solutions are introduced to address problems and priorities.
Infrastructure prerequisites, dependencies, and sequencing aren't always fully understood.
Initiatives are implemented without understanding what should come first or work together.
Competing priorities, unintended consequences, additional work, and new problems emerge.

Chaos Grows—making it increasingly difficult to determine what actually needs attention next.