Exploring Growth: How to Go From $2MM to $10MM
Making Operations Fun: Strategies to Scale and Systematize Your Company’s Success
About the conversation
In this episode of Exploring Growth, hosted by advisor and agency CEO Lee Murray, I joined the conversation to talk about what actually happens inside businesses that stall around the $2MM mark.
Lee’s work focuses on helping founders and leadership teams navigate growth with more clarity and less noise. This conversation reflects that approach. It’s not about tactics or hacks. It’s about what growth exposes when operational control has not kept pace with complexity.
Why this conversation matters
Most businesses at this stage are not broken.
They are carrying more complexity than their operating structure was designed to handle.
As businesses grow, decisions stay informal, authority remains assumed, and the owner quietly becomes the backstop for everything. That works until it doesn’t.
This episode explores those patterns from an operator’s point of view, grounded in what I see repeatedly across industries and engagements
Four takeaways from the episode
1. Systems make scale survivable
People and capital matter, but systems determine whether a business can grow beyond the founder’s direct involvement. Without them, scale adds pressure instead of relief.
2. Documentation reduces risk
When critical knowledge lives in people instead of the business, risk compounds. Documented processes reduce key-person dependency and increase business durability.
3. Fractional leadership fills a real gap
Many businesses are not ready for a full-time COO, but they still need senior operational authority. Fractional leadership can stabilize and move the business forward without forcing a premature hire.
4. Early wins matter
Relieving pressure quickly builds momentum. Small, well-chosen operational changes can unlock disproportionate progress when they target the real constraint.
Seven themes that came up repeatedly
These themes surfaced throughout the conversation and mirror what I see in real businesses:
- The operational “wall” many companies hit around $2MM
- Founder dependency created by informal decision-making
- The role of a fractional COO versus traditional consulting
- Risk created by undocumented processes
- The emotional challenge of letting go of control
- Pattern recognition across industries
- Why quick wins matter early in operational work
These are not abstract ideas. They show up in day-to-day friction, missed signals, and founders carrying more than they should.
About Joshua Monge
I work with owner-led businesses from the operator seat.
My background is in operations, leadership structure, and helping businesses function under real pressure. I’ve worked inside companies where growth exposed weak control systems and watched what happens when those systems are made explicit.
This conversation reflects how I actually think and work with founders. Not as a motivator or framework builder, but as someone focused on judgment, boundaries, and decisions that hold up over time.
About Exploring Growth with Lee Murray

As a resource to Founder/CEOs and their teams, Advisor & Agency CEO, Lee Murray, interviews experts on growth from all types of backgrounds. Lee’s goal is to provide practical wisdom they can take back and deploy in their companies and with their teams. Each week Lee gives his thoughts and interviews experts around mindset, marketing & sales strategy, building systems and forming teams.