How slowing down can accelerate your startup’s growth

In today’s relentless startup ecosystem, the mantra is often “grow fast, or get left behind.” Rapid expansion, aggressive fundraising, and grabbing retail channels as quickly as possible may seem like the golden path to success. But scaling this way is a double-edged sword. Sure, it can drive short-term wins, but it also introduces major operational strain, compromises brand integrity, and risks turning passionate consumers into frustrated ones. We all know the fable of the tortoise and the hare—and its moral is one of the most valuable lessons in business, especially in consumer goods.

I’ve been through the full life cycle of startup mania in the consumer packaged goods (CPG) industry, where quick growth was idolized and “scale fast” is seen as the ultimate goal. But having spent years rebuilding Aloha from a struggling brand into a sustainable, profitable, and steadily growing company, I can confidently say that slowing down has been our secret weapon. A slower, more deliberate approach has not only kept us grounded but has also empowered us to create a business that’s built to last.

So, how do you ensure you’re in it for the long haul? Here’s what I’ve learned about why slowing down can actually accelerate your growth—and how to do it right.

1. Prioritize product quality over speed to market

The fastest way to lose a customer is to compromise on quality. When I took over as CEO at Aloha, I faced a company overextended on every front—from excessive product lines to unmanageable retail channels. Rather than pushing for new markets, we doubled down on product quality. We reformulated with better ingredients, achieved U.S. Department of Agriculture organic certification, and built a foundation for quality that customers could trust. It wasn’t flashy, but it was essential.

If you’re scaling too quickly, you may find yourself cutting corners on sourcing, production, or quality control to keep up with demand. But in a market where consumers are increasingly educated and particular, your product has to be the best version of itself. Take the time to ensure your products meet the highest standards. Remember, long-term growth depends on the foundation of quality you build now.

2. Be selective about your distribution partners

Growth isn’t just about getting into as many stores as possible—it’s about getting into the right stores. Early in Aloha’s turnaround, we decided to pull back from many retail partnerships and focus only on those that aligned with our values and brand vision. This meant saying no to short-term growth opportunities that didn’t serve our mission or our customers. We committed to building a retail network that would last, rather than one that looked impressive on paper but stretched us too thin operationally.

Carefully selecting partners allowed us to prioritize relationships with retailers who understood our goals and appreciated our approach to organic, plant-based nutrition. It may feel counterintuitive to turn down distribution opportunities, but the right partnerships are worth the wait. Look for partners who believe in what you’re building and who will be patient as you grow—this kind of alignment is priceless.

3. Embrace strategic restraint

In startup culture, there’s a pervasive pressure to say “yes” to every opportunity, to grow at all costs. But I’ve learned that restraint is an underrated virtue in business. At Aloha, we had to make tough choices to stay on the path of sustainable growth. We focused on our core mission and turned down attractive but potentially distracting opportunities that would have taken resources away from what mattered most.

I’ve found that it helps to have a North Star—a clear mission or set of values that keep you grounded. When opportunities come along, ask yourself if they support that North Star. If they don’t, let them go. Saying no might feel risky, but by avoiding distractions and staying focused on your priorities, you protect the heart of your business.

4. Measure success by profitability, not just growth

One of the most persistent traps for startups is the “growth at all costs” mindset. Top-line growth can be impressive, but if it’s achieved without a path to profitability, it’s a house of cards. When I joined Aloha, we refocused our efforts on creating a financially sustainable business. This meant dialing back on some of our expansion plans to ensure we were growing within our means.

For any business, especially one in CPG, profitability has to be a priority, not an afterthought. Rapid expansion without a clear roadmap to profitability is a gamble. Instead, build a business that can sustain itself, even if it means slowing down. Focus on efficient operations, cost-effective sourcing, and a manageable overhead. When profitability is part of the equation, growth becomes something you can handle rather than something that drives you to the breaking point.

5. The courage to go slow

In a world that worships speed, it takes courage to slow down. It’s not easy to resist the siren call of hypergrowth. But when you do, you create the conditions for a business that can weather storms, adapt to change, and keep thriving.

Building a company on these principles doesn’t mean abandoning growth—it means ensuring that growth is meaningful and sustainable. Slow and steady may not be glamorous, but it works. And in a landscape littered with startups that grew too fast and burned out just as quickly, taking the tortoise’s path may be your best advantage.

So before you sprint out of the gate, consider the long game. Embrace a pace that allows you to build something real and resilient. After all, there’s no finish line in business—just the ongoing opportunity to keep getting better.

Brad Charron is CEO of Aloha.