Organic growth through revenue typically comes down to innovation across two vectors, the Product and the Market. What becomes a challenge is determining how much Risk and Uncertainty the business can bear given that innovation on the product neccesitates seeking adjascent market segments and vice-versa.
The trajedy is that markets shift with changes in preferences and use case requirements, putting the pace of innovation out of sync with the pace of market adoption. This leads to need for constant balance between resegmentation and rennovation where competition is intense and development of nascent markets with product development at a level that matches the appropriate business risk tolerance.