[kbxogdgkdhop]

the phrase you're looking for to describe "mediocre success" is "sustainable business".

expand or die is a bullshit concept employed by those more concerned with a quick buck than creating something lasting

[bombcar]

Exactly - it's like the startup vs "lifestyle business" (we have to keep making terms for what just used to be "business") discussion.

The sad part is when something on the startup track fails as a startup but is a perfectly workable "lifestyle" business; but it can't switch tracks and instead plows along until destroyed.