Most people think growth is linear.
It isn’t.
When you study businesses that grow 10×, 100×, or more, growth almost always happens in vertical spikes — sudden shifts caused by structural changes in positioning, demand entry, or business logic. These spikes aren’t accidents. They occur when the front end of the business is redesigned so the market responds differently, faster, and with higher intent.
This pattern is well documented — including in research and writing on vertical spikes — but rarely applied deliberately. Most businesses optimise inside an old structure. The few that redesign the structure experience step-change growth.
