Growth Issues Rarely Need More Cowbell

One of the iconic SNL skits, More Cowbell, aired over 25 years ago. 

The skit imagines Blue Oyster Cult recording its famous song, Don't Fear The Reaper, which uses a cowbell in the background. In the skit, the producer incessantly interrupts each recording with: "You gotta have more cowbell." 

It was a great spoof on one of the most famous percussion parts in rock and roll. And it worked because we've all seen cowbell moments in life. Especially in business. 

Sometimes the extra cowbell is exactly right. In Blue Oyster Cult's case, although counterintuitive, it helped create memorable music. In business, more cowbell usually doesn't work that way.

When growth slows, voices from across the company shout: More sales! More marketing! More productivity! More people! More budget! 

But adding more of just one input (cowbell) rarely fixes growth in a company. More often, it amplifies the existing problem. 

Resolving growth issues almost always requires an orchestra of sales, marketing, brand, culture, and alignment.

Even though financials may show revenue climbing, they will not reflect whether the growth structure underneath is actually built for future durability and scale. 

So the next time someone calls for more cowbell, be sure what you need is just a cowbell and not an orchestra.