Aim Low for High Returns
Most managers believe that growth is an imperative. They reject low-growth strategies out of hand, driving their management teams for more innovation and effort even when their businesses are in low-growth markets. Think of Unilever's "Path to Growth" strategy or the emphasis placed on innovation by Procter Gamble and General Electric.
Campbell, A. (2006) Aim low for High Returns, Financial Times, Mastering Financial Management/The Attractions of Low Growth, 2 June.