Uncommon Growth: What Business Strategy Teaches Us About Design
Uncommon Growth caught my attention because it’s not just about rapid expansion, it’s about growth that’s exceptional and sustainable, often defined as doubling the industry average over five years. What makes it “uncommon” isn’t the numbers, but the approach; companies focus on human-centered strategies that create real impact for customers, employees, and communities. Research on over 100 companies since 2019 highlights three key drivers: customer obsession, pervasive innovation, and culture as a catalyst.
Driver 01:Customer Obsession
"Uncommon growth starts with a deep, empathetic understanding of customers and a relentless commitment to fulfilling their needs. It’s not just about driving sales but becoming an indispensable part of people’s lives. This obsession involves a relentless focus on customer needs and experiences and can drive initiatives by informing product development priorities and accelerating innovation to adapt to changes more quickly.” (Leiser, 2025).
Driver 02:Pervasively Innovative
"Innovation can be a growth multiplier in both existing and adjacent markets. Uniquely rich experiences and targeted solutions unlock untapped value when they meet customer needs in surprising and powerful ways." (Leiser, 2025).
"Speed matters, too. Developing new offerings with agility and getting them to market faster are hallmarks of uncommon growth. That’s why innovation should be viewed not as magic, but rather as a repeatable and scalable capability." (Leiser, 2025).
Driver 03: Culture as a Catalyst
"Designing culture intentionally—from the inside out—requires aligning leadership behaviors, organizational structures, and employee experiences with a clearly articulated purpose. It’s about activating the behaviors, beliefs, and rituals that inspire people to move in the same direction. It’s not about top-down mandates or one-size-fits-all frameworks but about nurturing the soul of an organization so that every decision and every interaction reflects its unique identity. That’s how to create a culture where transformation not only takes root but thrives.” (Leiser, 2025).
In design, this idea resonates deeply. The solution isn’t just about solving a problem, it’s about how it’s crafted, tested, and experienced. Like Uncommon Growth, design begins with empathy (truly understanding people’s needs). Innovation multiplies value, delivering experiences that delight and surprise. And just as culture drives organizations, design has its own rhythm with decisions, iterations, and rituals that shape the outcome. The goal is to activate behaviors and reveal the “soul” of a design where every choice and interaction reflects a distinct identity. In this way, design mirrors Uncommon Growth, creating something meaningful, enduring, and greater than the sum of its parts.
References.
Henderson, M. (2020). Green Plant in Clear Glass Vase [Photography]. Unsplash. https://unsplash.com/photos/green-plant-in-clear-glass-vase-ZVprbBmT8QA
Leiser, M. (2025, July 1). Uncommon growth for uncommon times. Prophet. https://prophet.com/2025/05/uncommon-growth-for-uncommon-times/
Content in this work draws on material from Prophet's article Uncommon Growth for Uncommon Times (~40%), with original contributions by the author including synthesis, contextual analysis, and application to design and user experience (~35%). AI (ChatGPT-5) assisted in drafting, condensing, restructuring, and editing text for clarity, coherence, and conciseness (~25%). All interpretations, conclusions, and analyses remain the responsibility of the author.
