The Reframe
The way most organisations think about growth is broken. We’ve been sold a lie: that growth is about grind, hustle and a stack of tools. Businesses aren’t pipelines or funnels. They're living systems made up of people, processes, and patterns of behaviour.
To scale sustainably, we must stop treating growth like a series of hacks and start designing it as a system. That means letting go of siloed thinking, brittle workflows, and knee-jerk tactics. It means having the courage to rethink how we work, how we connect, and how we scale, on purpose. To grow on purpose, we have to challenge the playbooks, the silos, the busywork. We need to say no to quick wins and yes to long games. No to chaos. Yes to clarity. No to vanity metrics. Yes to real momentum.