When it comes to business growth, most people think of the same strategies — advertising, cold calls, maybe a social media campaign. And those can certainly work, especially if you leverage the talent and skills of some of our brilliant members like Conrad for web design, Diego for Brand Strategy, and Anatoliy for SEO. And you absolutely should.
But today I want to add to those ideas by taking a look at thinking and working creatively in a different way. Something a bit more unpredictable. Because growth often comes from the places we don’t think of at first.
One creative technique is strategic collaboration. Instead of competing with everyone, ask: who already serves my ideal clients? By partnering with complementary businesses, you can expand your reach and multiply your impact. A classic example is Red Bull and GoPro. On the surface, they sell totally different products — an energy drink and a camera. But their customers share a lifestyle: adventure and adrenaline. By teaming up, they’ve created content and experiences that neither brand could have achieved alone. That’s the power of synergy: one plus one equals three.
The second technique is storytelling and community building. Customers don’t just want to buy a product or service — they want to buy into a meaning, a movement, a sense of belonging. Take Patagonia. They don’t just sell outdoor gear. They tell a story about protecting the environment and invite customers to join that mission. As a result, people don’t just wear the brand — they champion it. The same principle applies at any level: share your “why,” create opportunities for your customers to connect with each other, and you’ll transform buyers into ambassadors.
Third, embrace experiential marketing. Don’t just tell people what you do — let them live it. Warby Parker, the eyewear company, revolutionized their industry by letting customers try glasses at home before buying. That one experience built trust, removed friction, and created a talking point that spread like wildfire. Experiences don’t have to be expensive — whether it’s a free workshop, an interactive demo, or simply a behind-the-scenes look, experiences make your business unforgettable.
And finally, practice reverse thinking. Ask yourself: what would my competitors never do? Sometimes the boldest moves create the biggest wins. For example, Domino’s Pizza admitted publicly that their pizza wasn’t very good — and then showed how they were fixing it. That vulnerability built massive trust and turned skeptics into loyal customers. In a noisy market, the unexpected gets noticed.
So if you want to grow your business, don’t just chase the latest marketing trend. Get creative. Partner in unexpected ways. Tell stories that build belonging. Create experiences people will remember. And dare to do what others won’t. Growth can definitely come from strategy. But don’t sleep on imagination and courage.