If asked how his company STH Stretch The Horizon grew over 66% year on year since 1994, chief executive Steven Penny would undoubtedly mention “stretch ethos,” STH’s philosophy that there is always a better solution than the one on the table. This philosophy is most notably evidenced in STH’s regular brainstorming sessions in which everyone from the receptionist to the chief executive is challenged to come up with the most innovative response to the problem presented. The philosophy appears to be working. Sales have grown from £1.7m in 1994 to £7.7m in 1997. Sales for 1998 are estimated to top £10m. Initially set up in 1989 by CBH, a promotional firm, Penny joined the company in 1994 and, with a partner, bought STH soon thereafter. The list of big name clients who regularly seek STH’s marketing assistance include Renault UK, NatWest and BSkyB.
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