• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

2

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

3

The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow

1

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

2

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

3

The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
CommentaryLeadership

Here’s how the best leaders can drive ‘outsized growth’ in times of crisis, according to McKinsey’s research

By
Greg Kelly
Greg Kelly
,
Jill Zucker
Jill Zucker
, and
Rebecca Doherty
Rebecca Doherty
Down Arrow Button Icon
By
Greg Kelly
Greg Kelly
,
Jill Zucker
Jill Zucker
, and
Rebecca Doherty
Rebecca Doherty
Down Arrow Button Icon
July 6, 2022, 5:38 AM ET
People walk through the financial district in Manhattan on June 14, 2022 in New York City. The Dow was up in morning trading following a drop on Monday of over 800 points, which sent the market into bear territory as fears of a possible recession loom.
Many high-growth companies–such as Hewlett-Packard, Burger King, Hyatt Hotels, Microsoft, and, Airbnb–were founded during economic downturns.Spencer Platt—Getty Images
Add Fortune on Google for similar content.

Even at the best of times, driving growth isn’t easy. Achieving it and sustaining it can feel elusive, and for many, it remains that way, as about a quarter of companies don’t grow at all.

Today’s volatility will feel even weightier for those looking to drive growth. While there were sobering predictions coming out of Davos of a possible worldwide recession arising from four interwoven crises (high inflation, an energy crisis, food poverty, and a climate crisis), there were also pockets of optimism.

There is no playbook yet for CEOs. No hindsight on how to grow in this post-COVID economy. Yet there are learnings from outperforming CEOs, who are breaking the powerful force of inertia with growth strategies that capture both near and long-term opportunities. They’re putting critical mass behind a set of well-defined timeless and timely growth bets. One in seven companies have achieved 10% annual growth in the last decade. One in ten have held steady in the S&P 500 with above-GDP growth for more than 30 years.

Our research of over 4,000 companies over the past 15 years shows that leaders have a steady, constant focus on four timeless growth imperatives: setting high aspirations with a strong growth mindset, growing the core, innovating into adjacencies, and igniting breakthrough growth opportunities. At the same time, they are nimble enough to drive timely actions to respond to rapidly changing customer, market, and economic conditions.

Here are the five key actions CEOs can take to catalyze growth in times of uncertainty:

Align your growth ambition and mindset with decisive action

Growth leaders—those who consistently outperform in terms of growth and profit—tend to do things differently. They are 80% more likely to communicate growth successes often, and 70% more likely to prioritize speed over perfection. They make multiple long-term growth bets and build a nuanced understanding of customer needs.

It’s not just enough to say you want profitable, sustainable growth. Every leader does. The leaders that attain it are willing to translate ambitions into concrete action through their words, deeds, and investment decisions.

Expand your core

Having a well-defined and differentiated core business is essential to growth. Our research shows that on average, around 80% of growth comes from your core business, so neglecting what’s considered to be your most critical growth driver is a surefire recipe for disaster.

Driving core growth depends on true customer obsession. Organizations with above-industry average customer satisfaction achieve four times better performance than their peers.

Innovate into adjacencies

While the bulk of growth may come from the core in the near term, outperformers drive 50% of growth five years out from parts of the business that don’t exist today.

This growth tends to come from new geographies and adjacent industry sub-sectors where innovation can extend existing core competencies to adapt offerings in a different way for a whole new segment of customers.

While these adjacencies can carry higher risk, outperformers know and manage that risk with gated investment, and check and adjust their plans to capture the bigger rewards.

Ignite breakout businesses

We have seen that downturns are often the times when those companies that make bold moves create such strategic distance from their peers, that they can’t ever really catch up. Many high-growth companies were founded during economic downturns, such as Hewlett-Packard, Burger King, Hyatt Hotels, Microsoft, and, Airbnb, to name a few.

Breakout growth bets come with higher risks than moving into natural adjacencies. Around 40% of breakout opportunities generate positive excess shareholder returns, but 60% do not. And yet outperformers have this as part of their growth strategies: Innovating into adjacencies and igniting breakthrough bets, in addition to focusing on expanding the core, increases the probability of outperforming peers on growth by 97%.

These breakthrough bets typically expand into new markets through new business building to unlock new opportunities. Done right, the rewards can be well worth the risk. Amazon’s breakthrough bet beyond its e-commerce business into public cloud services through Amazon Web Services is one well-known example. By leveraging its core competencies of brand and commercial strength, it built AWS into a $62-billion-revenue-generating business. Marcus by Goldman Sachs is another. Goldman launched this digital consumer business in 2016, allowing customers to bank from their phones. In four years, it has attracted millions of customers, accumulating deposits of $92 billion and making loans of seven billion dollars via a combination of organic growth, acquisitions, and partnerships with Apple and Amazon.

Take decisive action on timely disruptions

Growth outperformers execute against these timeless imperatives with timely adaptions to fast-moving trends. Consider McDonald’s prescient acceleration into delivery, ahead of the pandemic, to build a highly successful multi-billion dollar delivery business.

Growth leaders are unleashing their talent to address the four interwoven crises, rapidly adjusting their value propositions and pricing strategies to adjust to record 40-year-high inflation levels in key markets and strengthening their resilience to thrive in challenging times. They are not just surviving the Big Quit but developing a strategy to win the talent wars.     

To be sure, growing profitably—and sustaining that growth over time—is not simple. The ability to operate with a view across all time horizons and put a growth mindset into action is what sets the frontrunners apart.

Greg Kelly and Jill Zucker are senior partners at McKinsey & Company. Rebecca Doherty is a partner at McKinsey & Company.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not reflect the opinions and beliefs of Fortune.

More must-read commentary published by Fortune:

  • Why a nurse’s recent homicide conviction could make America’s hospitals even less safe
  • The gun industry’s deadly lie
  • Overturning Roe v. Wade is more than just an assault on reproductive rights
  • Career hoarding is on the rise—but it comes at a cost
  • Are billionaires just lucky?
Sign up for the Fortune Features email list so you don’t miss our biggest features, exclusive interviews, and investigations.
About the Authors
By Greg Kelly
See full bioRight Arrow Button Icon
By Jill Zucker
See full bioRight Arrow Button Icon
By Rebecca Doherty
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Commentary

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Commentary

craig
CommentaryPharmaceutical Industry
Big pharma’s patent cliff meets a new biotech Cold War: We need to outrun China, not outlaw it
By Craig GarthwaiteJuly 24, 2026
15 hours ago
tim
Commentarysmartphones and mobile devices
NYU Stern pricing expert: There’s a hidden ‘AI tax’ hitting Apple, Dell — and your next phone
By Srikanth JagabathulaJuly 24, 2026
15 hours ago
nyse
CommentaryEconomics
AI doesn’t end scarcity. It relocates it
By François Candelon, Paul-Louis Andres and Augustin ManchonJuly 24, 2026
17 hours ago
Can Bangkok future-proof itself against the heat?
CommentaryThailand
Can Bangkok future-proof itself against the heat?
By Curtis S. Chin and Ella TanJuly 23, 2026
1 day ago
mm
CommentaryLeadership
Michael Muthukrishna: The ‘lone genius’ myth is wrong and it’s holding back your business
By Michael MuthukrishnaJuly 23, 2026
2 days ago
Paul Keary (L) and Mike Sutcliff (R).
CommentaryAI agents
Teneo & Thoughtworks CEOs: the AI race will be won with governance, not speed 
By Paul Keary and Mike SutcliffJuly 23, 2026
2 days ago

Most Popular

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
Big Tech
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
By Sydney LakeJuly 23, 2026
2 days ago
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
Economy
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
By Eleanor PringleJuly 24, 2026
19 hours ago
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
Economy
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
By Sasha RogelbergJuly 23, 2026
1 day ago
The millennial generation has split, new Fed research shows: Those over 35 are edging toward boomer-style wealth, while everyone else falls behind
Real Estate
The millennial generation has split, new Fed research shows: Those over 35 are edging toward boomer-style wealth, while everyone else falls behind
By Nick LichtenbergJuly 22, 2026
2 days ago
Current price of oil as of July 24, 2026
Personal Finance
Current price of oil as of July 24, 2026
By Joseph HostetlerJuly 24, 2026
17 hours ago
Turns out Dead Internet Theory was right: AI agents are eating the Web, growing by nearly 8,000% and rewiring the Internet's business model
AI
Turns out Dead Internet Theory was right: AI agents are eating the Web, growing by nearly 8,000% and rewiring the Internet's business model
By Mia OsmonbekovJuly 23, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.