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“Growth” is the new punctuation sign in marketing. It’s on everyone’s lips, from the boardroom to LinkedIn, and it’s getting louder. It seems like in the last few years people have started shouting “growth” left and right, yet it’s silently been a key, business function even since the dawn of capitalism. It’s a term so comprehensive, yet so shallow when used as a buzzword.

Of course, the word itself is essential for every business or marketing strategy. But again, shallow when no additional context is provided. Why has it become so popular lately? Why have marketers started to adopt it? Why have so many new “growth” titles started popping out? Let’s take a quick look into the 3 most common perspectives.