Growth in the A/E/C industry is not for the faint of heart. Markets shift, clients evolve, and even the most seasoned leaders can feel caught between chasing opportunities and sticking to what’s safe. The truth is, growth can feel messy, especially when it’s reactive instead of intentional.
That’s where a growth strategy comes in. A clear growth strategy enables firms to stop guessing and start leading, transforming the uncertainty of “where do we go next?” into a structured plan that aligns vision with action. One of the most practical tools to guide this process is the Growth Strategy Matrix.
In this blog, we’ll explore why growth strategy matters now, how the Growth Strategy Matrix works, and how you can start using it today to move your firm toward sustainable, intentional growth.
What Is a Growth Strategy?
A growth strategy is a plan to expand operations, increase revenue, and improve market share. Think of it as the bridge between your firm’s big-picture vision and the day-to-day pursuit of projects.
Too often, firms confuse growth strategy with business development or even with the overarching strategic plan. A strategic plan defines your purpose and your 3–5 year goals. A growth strategy answers “how do we grow faster, where should we expand?” A business development plan encompasses the day-to-day tactics for pursuing opportunities.
When you have a clear growth strategy, you’re no longer just reacting to RFPs or chasing trends. Instead, you’re directing your firm toward growth that aligns with your strengths, market realities, and long-term vision.
Introducing the Growth Strategy Matrix
So, how do you take something as broad as “growth” and make it actionable? Enter the Growth Strategy Matrix.
Initially developed by IDEO and adapted by The Flamingo Project for A/E/C firms, the matrix maps growth options across two dimensions: services (existing or new) and clients/geographies (existing or new).
This simple, robust framework shows leaders where opportunities sit, how risky they are, and which align best with the firm’s capacity and goals.
Extend (Expansion): Introducing new services to current clients.
Adapt (Exploration): Bringing existing services to new clients or geographies.
Create (Revolution): Launching entirely new services in new markets to new clients.
This simple, robust framework shows leaders where opportunities sit, how risky they are, and which align best with the firm’s capacity and goals.
Why the Matrix Works for A/E/C Firms
Every firm has ideas for growth—but not every idea is the right one. The Growth Strategy Matrix works because it:
Provides clarity–Leaders can see growth options in a single visual, instead of trying to weigh them in abstract terms.
Balances ambition with reality–It forces you to consider risk tolerance, resources, and vision before diving in.
Creates a shared language–Leadership and BD teams can discuss growth options without talking past each other.
Keeps growth intentional–It distinguishes between incremental moves (closer to your core) and revolutionary bets (riskier but potentially transformative).
The Growth Strategy Matrix turns guesswork into a roadmap, showing leaders where to manage risk and where to take bold steps.
How to Use the Growth Strategy Matrix
The Growth Strategy Matrix is only valuable if you know how to implement it effectively. It’s not about filling boxes, it’s about making clear choices that align with your vision, goals, and capacity. Think of it as a structured way to move from “ideas everywhere” to “a growth plan we can actually act on.”
Each of these steps builds on the other.
Start by clarifying your vision, then set goals that define what growth really means for your firm.
Plot your current position on the matrix, and use it to explore options you may not have considered.
Validate those ideas with research, including market data, client feedback, and a quick SWOT analysis.
Once you’ve chosen your path, test it, then check back in regularly. Growth isn’t “set it and forget it”—it’s an evolving process.
A Hypothetical Example: Firm Pink
Let’s make this real with a hypothetical construction firm—“Firm Pink.”
Firm Pink has a strong presence in the K–12 market. Their vision is to become the premier builder in their region, known for leadership, excellence, and client value. But as the K–12 market slows, they need to diversify to keep their pipeline strong.
Using the Growth Strategy Matrix, they map their options:
Manage: Double down on K–12 with improved client retention.
Extend: Add new services like facilities assessments for existing school clients.
Adapt: Enter higher education with their proven construction expertise.
Create: Launch an entirely new service line in green building for commercial clients.
This exercise not only clarifies Firm Pink’s growth path but also gets leadership and BD on the same page about why this move makes sense.
The Payoff: Confident, Aligned Growth
The Growth Strategy Matrix doesn’t make growth easy, but it does make it clear. Instead of scrambling after every shiny opportunity, leaders can move forward with confidence, knowing their choices are aligned with vision, markets, and resources.
If you’re curious where your firm’s growth fits—or what might be possible—don’t just wonder. Get the Growth Strategy Matrix and start mapping your future. We’ve made it simple: fill out a quick form and the tool is yours.
And because growth isn’t one-size-fits-all, Sarah is always up for a conversation. Whether you want to talk through your quadrant, compare notes on market shifts, or brainstorm your next bold move, she’d love to connect.
More strategy, less guesswork
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