Nature’s blueprint for growth

More revenue, more investments, more time spent to grow the business… Yet, growth remains fragile and true sustainability seems like a luxury hard to afford.

Realising how common this type of business dilemma is had Abraca’s founder stop and think about solutions: What example could offer the best reference for scalable yet holistically sustainable growth? Comparing businesses to living organisms in the nature offered the “Abraca!” aha moment. The natural blueprint for growth became evident through translating natural growth mechanisms into business language. The common capitalist growth ideology comes close to mass producing plants in separate pots where each new plant requires new investments in the form of watering and care. In the meanwhile, similar plants scale wildly on their own in the nature, connected to their natural ecosystems.

*Growing in an individualised pot or natural ecosystem - which one is more scalable?*

The limitations of linear growth

Businesses have been conditioned to chase two linearly growing metrics: revenue and profit. The two dimensional thinking of these metrics from past to future performance is built on relentless forward momentum, often at the cost of sustainability, wellbeing and true scalability. It thrives on stress, competition, and the sacrifice of long-term stability for immediate gains. In Abraca’s home country Finland, where these numbers are public, companies tend to compare numbers, chasing competitors and struggling to find their unique pace for growth.

But just like personal transformation, business growth does not have to be linear. An interesting parallel exists in human self-realisation. Many individuals are moving away from the exhausting loop of comparing past failures with future anxieties, instead embracing the power of presence. There is another way for managing business growth as well, one that aligns more naturally with how successful systems evolve.

*The two dimensional “stock price chart” type of thinking keeps us attached both to past and future as well as comparison to others*

Five-dimensional growth thinking

The 5D growth model mirrors the way living organisms function, introducing a multi-directional expansion framework. This method recognises that true, regenerative growth doesn’t just happen upwards - it requires deep rooting, horisontal expansion, and a strong central core.

The centre – purpose as the anchor

To enable fast and sustainable growth, paradoxically, a business must first learn to stay still. The core purpose acts as the DNA of the organisation; defining what remains unchanged even when markets shift. Leaders often struggle with this because we’ve been conditioned to associate motion with progress. Several of Abraca’s clients such as the creative agency Måndag and sustainable accessory brand Lovia have shown that businesses with their operations aligned with a strong purpose are likely to be supported by different stakeholders especially in the hard times. Patagonia clothing brand offers also famous examples of purpose centered communications through educating their clients to act more sustainbly - including purchasing from Patagonia. Campaigns like “Don’t Buy This Jacket” that urge mindful consumption, have paradoxically also boosted their revenue and brand loyalty.

Upward growth – Topline revenue as the tip of the iceberg

Most companies focus obsessively on revenue growth, but this is merely the visible part of a much larger structure. A tree with weak roots cannot sustain upward expansion, no matter how much you try to pull it taller. By strengthening the other dimensions, revenue growth can happen more efficiently and sustainably. Abraca’s former client Almada Label, an affordable luxury clothing brand, was able to turn their vision into one of the steepest revenue growth curves seen in Finnish fashion history through an uncompromised approach to business and brand value management. Through saying no to easy and reactive sales opportunities and yes to deals that were fully aligned with their brand’s essence, they quickly built a growth ecosystem with endorsements from international giants like Harrods and Vogue, supercharging their growth without external investors.

Downward growth – Asset value as the rooting foundation

Lean development principles emphasise continuous improvement, transforming internal structures into valuable assets. Process optimisation in product development, management, and technology compounds over time, increasing company valuation. Finnish software consultancy Futurice has built high asset value with low investment costs by applying lean methodologies in both its development processes and corporate culture. Their Lean Service Creation framework helps businesses continuously refine their offerings through rapid iteration and feedback loops, reducing unnecessary costs while increasing efficiency. By embedding agile processes and knowledge-sharing into their organisational structure, they have strengthened their long-term business value without heavy capital investments. Companies that focus on asset value creation besides their daily operations multiply their ability to scale sustainably, rather than expanding inefficiently.

Rightward growth – Client value as organic growth booster

Customer satisfaction is not just about delivering a product; it’s about ensuring that clients truly achieve the value promised to them. When businesses align their offerings with actual customer needs, both customer life time value and retention can start growing organically. This fuels effortless scaling, reducing the need for high marketing spends while increasing client advocacy. Food waste app Too Good To Go grew rapidly by aligning with both consumer needs and sustainability goals. The platform connects users with surplus food from restaurants and retailers, offering discounted meals while reducing food waste. By offering a way for making more sustainable practices accessible and rewarding, they built a loyal user base and scaled to 17 countries. Growth was fueled by word-of-mouth and partnerships, minimising the need for heavy marketing. Also in the purpose centered Patagonia’s case, instead of paid ads, the company gets to rely on customer advocacy and organic referrals for growth.

Leftward growth – Corporate culture as the invisible catalyst

A strong internal culture is one of the most overlooked yet powerful dimensions of growth. When a company actively ensures that its values manifest in daily operations, recruitment becomes easier, stakeholder loyalty strengthens and operational efficiency improves. A well-rooted culture is not just a ‘nice-to-have’, it’s a core driver of sustainable expansion. Search engine Ecosia’s transparent financial reports and employee ownership model are an example of building trust and engagement both internally and externally. Because employees feel aligned with the mission, Ecosia retains top talent and grows without high recruitment costs. This cultural strength enables global expansion without sacrificing values.

What level is your business at?

The transition from 2D to 5D growth requires a shift in perspective. Rather than seeing growth as a single trajectory, companies must embrace an interconnected system that sustains itself from all dimensions.

Is your business naturally thriving in its supportive ecosystem or artificially constructed? If you're curious to explore how the 5D growth model could transform your organisation, send us a message here. Let’s uncover where you stand and how to cultivate regenerative growth for your business.

Article written by the founder and CEO of Abraca, Anna Sofia Abrahamsson

Moving into the 5D growth era: Scaling beyond linear limits