That depends on the ownership structure of a company. If the company is owned by outside investors including private investors or shareholders who can trade the stock on a public exchange, then the answer is "grow" because the investors want a positive return. If you were an investor in that company, you'd want a positive return too (except maybe in corner cases where investments are made by wealthy individuals for altruistic reasons). If the company is family-owned or a simple partnership between two or a few individuals, then the answer could still be "grow", but with flexibility to tone that down. Which brings up the obvious question: Who owns Scott? What about Sage and Simms?