Growing a business is not like flooring the accelerator and speeding down the road.

It’s also not about working harder, adding more and more products, or hiring more people.

One wrong move and if your business fundamentals are shaky, the bigger it gets, the faster it falls.

That’s right — the bigger it is, the easier it goes under when the foundation isn’t strong.

Before you start dreaming about 10X-ing the business, ask yourself honestly: WHO are we in this business?

S – Sasaran (Target):
If you don’t know who your real customer is, you’re selling in the dark. Just guessing.

I – Isu Utama Mereka (Their Main Problem):
If you don’t know the big problem they’re facing, you’re not selling a solution — you’re just selling a product they may not even need.

A – Akibat Kalau Masalah Tak Selesai (What Happens If the Problem Stays Unsolved):
If you just leave your customers stuck with their problem, over time people stop trusting your business, and in the end you quietly close shop.

P – Potensi dan Peluang (Potential and Opportunity):
Inside every customer problem there’s actually a big opportunity to grow your business. You just have to be sharp enough to spot it.

A – Apa Tindakan Kita Sekarang (What We Do Now):
Before thinking big, let’s get the basics right first:

  • Make sure people actually want to buy your product — no forcing needed.
  • The business system runs on its own, even when you’re not around.
  • The business has enough cash in reserve, so if anything happens you can still hold on.
    Remember this well:

If you’re not ready, fast growth can turn into poison.

If the fundamentals are weak, 10X is not a blessing — it’s a disaster.

If you don’t care about the WHO, your own business will throw you out.

Want to win big in business?

You have to truly know who your target is.

You have to solve your customers’ problems all the way.

You have to be sharp at spotting the opportunities in front of you.

You have to act now, not wait until tomorrow.

WHO matters more than empty enthusiasm.

Fire in your belly without strategy is like going to war with no weapons — you’re just strolling around…

A lot of people do business that way…

Remember, success isn’t for the great ones — it’s for those who put in the work.

Prof. Datuk Wira Dr. Azizan Osman

Business growth strategist, mentor and TV & podcast host – guiding founders and MSMEs through expansion and scale.