Words are important. It’s amusing to me to see how people use them to inflate a reality. Here’s an example of a business sale listing I recently saw: Dynamic 55-year-old company that specializes in designing and selling innovative products. Company has 25 employees and in 2017, revenue exceeded $4.6 mil. I edited this so as not to call out the specifics on the business.
My question: if it’s a 55-year-old company that is so dynamic and innovative, why is it only at $4.6mil. in revenue? To me, this is a nice lifestyle business in a local market, that’s it. It looks to be a solid business but if it were truly dynamic and innovative, they’d be well north of $50mil. after 55 years; the business would have grown significantly. The owner would have leveraged the energy and creativity.
If it was our listing, we’d probably use other words to describe a privately held business like this, perhaps these - Consistently profitable and established, a leader in its market and recognized for its innovative designs. But, not dynamic (you can look up the definition).