Going public has warped how we talk about growth. And that’s a problem. When brands like Peloton hit a ceiling, shareholders get pissed. The assumption is that growth should ALWAYS continue, that demand can be endlessly expanded by adding buyers, spinoffs, or complexity. That assumption is wrong for most physical products. I have a client called Earth Apples. They sell colourful, truly amazing seed potatoes. The parent company does well in the ag market, selling its many varieties to...