What are the hopes for a ‘No Growth’ business?

I went for a run once with this amazing human and he said something that stuck with me for over two decades:

Why can’t businesses be happy to find their optimum rather than this ever elusive maximum? 

For me, the optimum is the sweet-spot.

For us at Hiut, we worked out 10,011 pairs of jeans is our sweet-spot.

Yes, it will take us two years to reach it.

Then our production is capped each year.

But what is not capped how much we can grow our people.

What is not capped is how much we can reduce other companies impact by sharing what we have learned from making.

What is not capped is how much influence we can have in the world.

Our growth is capped.

And unlimited.