Built to boom: 4 things fast-growing companies do to stay ahead

Building a high-growth business is all about timing and making the right moves at the right moments. Whether it’s knowing when to expand into new retail spaces or recognizing a buzzy product that can skyrocket your brand, the journey is full of strategic decisions and challenges. As founders scale their businesses, they must navigate everything from cash flow management to mastering social media. Each of these elements plays a crucial role in determining how a business can not only grow but thrive in a competitive market. 

This past weekend at the Fast Company Grill at SXSW, Danielle Guizio, owner and designer of Guizio; Kat Hantas, cofounder of tequila brand 21Seeds; and Stacey Tank, CEO of Bespoke Beauty Brands (owner of KimChi Chic Beauty and Jason Wu Beauty) shared their secrets behind their fast-growing companies. 

Leverage social media smartly

Guizio emphasized the transformative power of social media. “I look at social media as if it’s our new age billboard and our resume,” she said. “So anything you’re putting on social media, it’s who you want to present to the viewers and to the consumers and also in a business sense as well.”

Hantas agreed, highlighting how 21Seeds strategically used Pinterest to connect with their target consumer. 

“We wanted to find [the consumer] where she was to discover us and then make sure that we were available in distribution in retail,” Hantas said. “We also had the benefit of other women. The beauty of women is when they find something they like, they want to tell people about it. Jessica Alba found the brand; Katie Couric found the brand—and then they started posting about us on social media.”

Tank further supported this idea, pointing to the growing influence of social commerce platforms. “My confidence to transact as a consumer is so much higher because I can also be entertained by that content,” Tank said. “TikTok Shop went from nothing [when it launched in September 2023] to tens of billions of dollars in 18 to 24 months. It’s bigger than Nordstrom. It’s bigger than Ikea. It’s bigger than Kohl’s in the U.S. And I think there’s no turning back now.”

Think about Cash Management and Customer Satisfaction

Tank stressed the critical role of cash flow management in growing a business. “I say cash is queen,” she said. “We all want to retain equity and not take on debt. So you have to know how much cash you have.”

Beyond financials, Tank explained the need for businesses to stay customer-focused.

“You have to keep your customer right at the center and make things they’re going to love,” she said. “There’s a creative tension with startups where they say you have to put things out into the world before they’re ready. And I hear that, but whatever you put in the market, it has to delight your consumers if they’re willing to spend their hard earned money and try your product.”

Take your time to grow fast

Guizio provided insight into managing production and understanding factory capabilities. For example, the factory she uses to make her corsets isn’t the same as the one that makes her spandex stretch skirts. It may take more of an effort in managing production, but to Guizio it’s all about making that investment for long-term growth. What’s also key is taking the time to understand your consumer.

“I put in the work this past year traveling to China to Japan to Alabama to Dallas, really understanding [my customer] from top to bottom, understanding her essence, her aura,” Guizio said.

“We’re living in a generation where, especially on Instagram, we’re seeing brands come to life and succeed extremely fast, even within two years,” added Guizio who started her company 10 years ago. “But I took my time and I did everything very strategically. I do feel like there is an aspect, an element of just taking your time and understanding your business and really understanding your consumer.”

Be your own PR

Hantas shared her advice on the importance of being your own brand advocate.

“As founders of small companies that are scaling quickly, you have got to connect all the dots,” Hantas said. “You get a placement in a magazine or anything, you got to send it around everywhere. Send it to your buyers, your prospective buyers, your retail partners. You got to send it to potential investors, actual investors. You have to be your own PR agent and connect all those dots. It’s fake it till you make it, make everything seem bigger than it is.”

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