A Message from the Author
During my time as CEO of Urnex, I relied on metaphors to communicate priorities and unify our team. While some were from movies and others from the coffee industry we served, my favorite was that of the lobster. Remembering that the molts always come was our team’s way to keep focused and prepare for the inevitable. Through discipline and high expectations, we built an organization of extraordinary value. In the process, we created a workplace experience unlike any other.
With each molt, a lobster grows 15% — the rate of growth we targeted and achieved for 15 consecutive years.
The book is divided into three sections:
- Larval – Building Our Base: We are young and nimble, enthusiastic and filled with energy. It’s time to invest, define our identity, create our mission and values, understand our customer, and set the foundation for the future we envision.
- Mature Adult – Fishable But Stable: We're now a real business with an impact on the world around us and within the markets we serve. It is time for big risk taking, confidence, tough decisions about our team, and determination to push forward.
- Market Leader – Can’t Catch Me: We’re now a leader in our industry and thinking about growth at a scale that is multiples upon multiples larger than where we began. We're adding discipline to our organization, managing crises, and thinking about exit.
Grow Like a Lobster cuts through the academic doctrines and delivers actionable concepts that readers can immediately implement to focus on achieving extraordinary results.