Last year, McKinsey published their ten growth rules based on empirical research into what it takes to generate value-creating growth today. Three of these rules struck a particular chord with us for their essential role in differentiating your business in the marketplace and putting competitive advantage first.   As we begin a year in which individuals, companies and national economies grapple with inflation and recession, those with an appetite to thrive know that the key is robust and consistent revenue growth. So, what's the number one rule of business growth?