I think it's a peculiarity that:
1) The economy is expected to expand continually and forever.
2) Many, many companies are in deep doodoo if their market is not growing pretty rapidly.
You'll notice that everybody panics if the growth in a market is less than the growth last year!
Seeing as how there's a limit to the population, it just seems to be a sucker bet to hang your hat on continual expansion. I think it would be more sound having a business which simply has a stronger foundation.
It's like a big vehicle (a bus for example) which would explode if it ever drove slower than, say, 50 miles/hour. Hey, somebody should make a movie like that, I'd call it "Velocity". Could be a hit.