You start out with a very light process. Then you have outages, or you discover that not every part of the system with appropriate care, etc. Then you put some process into place. That slows everyone down a bit... your business keeps growing, though, so "more slightly less efficient people" can capture more of the market than "fewer more efficient people" can because you have a calculation where something like 1000.4 is still greater than 101.0, so if that additional stuff getting done is worth the cost of more people, you keep doing it!

And you can cycle through this a few times. And yes, people will also cycle through "we need to reduce bottlenecks" and such, but at this point, you've been successful, you've got a bunch of money coming in, and pissing off your clients is something to be avoided, since individual efficiency is not the end goal by itself.