Most of us were taught to measure success by ticking off boxes on a to-do list or hitting predetermined milestones. It’s easy to fall into the trap of what is called the Performance Mindset. We’re inundated with the notion that setting SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) goals and striving for peak performance is the golden ticket to success. This is the familiar way each of us evaluates whether we’re “doing a good job” in every aspect of life, whether it’s work, health, or even parenting.

In a recent article, we explained that achieving sustainable, profitable growth requires companies to actively choose growth through a holistic approach comprising three elements: developing an aspirational mindset and culture, activating pathways, and executing with excellence. We then set out to bring those pathways to life through the ten rules of growth (see sidebar, “The ten rules of value-creating growth”), based on an in-depth study of the growth patterns and performance of the world’s largest public companies.