For years, growth has been driven by expanding markets, increasing demand, and predictable customer behaviour. Today, that playbook is under pressure.

According to PwC’s 2026 Global CEO Survey, confidence in near-term revenue growth has fallen to its lowest level in five years. Only 30% of CEOs are confident about revenue growth over the next 12 months, down from 38% in 2025 and 56% in 2022. The survey points to a combination of geopolitical uncertainty, economic pressure, rising cyber risk, and the challenge of turning technology investments into measurable business value.

The question facing leaders is no longer, “How do we sell more?” It’s “Where will our next customer come from?”

The answer is unlikely to be found in simply increasing marketing spend or adopting the latest technology. Sustainable growth comes from understanding how customer needs are changing, identifying new sources of value, and building strategies that differentiate your business in increasingly competitive markets.

Growth remains the priority. The organisations that succeed will be those that stop chasing customers in the same places as everyone else, and start creating reasons for customers to choose them.