This chart that has been circulating for years is a nice lie of omission.
It breaks down the contribution of revenue growth, margins, FCF, and multiples over 10 years. The conclusion they want you to reach? Buy growth.
Except it’s rigged on two levels.
First, it’s mechanically unbalanced. Margins can’t exceed 100%. Multiples can’t expand forever. Neither can cash flow yields. Revenue growth, on the other hand, has no ceiling as long as there are markets left to capture. Over the long term, it wins by design.
Second, the time period (1990-2009) is perfectly chosen to exaggerate the importance of growth. It starts at the very onset of the dot-com bubble, when the market was happy to pay for top-line growth with no profits, and it ends in 2009, at the bottom of the financial crisis, when margins and multiples were severely compressed.
It’s just mathematics. And it conveniently serves BCG and Morgan Stanley, whose business is partly selling growth strategies (shocking, I know).
Most charts don’t lie. They just answer the question they were designed to answer.