In every business, there is at least one turning point. A point, once reached, where evolving to the proverbial next level brings about lots of change.
It could be revenue, customers, market penetration, or any other appropriate parameter. Depending on the industry in which the business operates, some turning points are well-known and predefined. Others might be particular.
What happens after the turning point is just half of the story. These turning points could easily be considered milestones. Clearly expressed, unambiguous goals that everybody within the company can live up to.
Making the path towards the turning point easy to measure makes it at least equally interesting as the actual turning point or what happens after.
More importantly, in essence, a measurable path towards a turning point provides a foundation for a strategic roadmap.