Usually for a lot of businesses the goal is to constantly grow to make as much money as you can. Staying content with what you have can also mean competitors can come in and simply push you out of the market through innovation and adapting to the times. But there was an example I saw today how a company had a niche customer base where they spend enough money for the owners to make a comfortable living. Therefore, they don’t invest in things such as research and development or marketing to attract new customers. Instead, they just continue to serve their existing base to survive.
Sounds risky, but apparently it works for them and they don’t exactly have a lot of competition. In some ways it would be like being happy living in a farm and generally being able to live off what you essentially grow and maintain each year. There are no crazy expenses, glamorous campaigns or much variety. But it works.
I think the only thing that is very risky in that situation is if one thing changes you are kind of out of luck completely. For example, like in the first example if your one big spender suddenly passes away and you lost a customer as a result the business may be in deep trouble now having relied on pretty much the same people to maintain the business. It can be wise to enjoy what you have, but for both business and personal I think you should always try and grow to make things either more efficient or experimenting on new markets just incase what you have disappears for whatever reason.