When Growing Bigger Isn’t Always Growing Better
Quarter after quarter, the question in the boardroom is, “Can we scale this?”. It’s a phrase almost as common as “Gesundheit” after a sneeze.
But maybe, just maybe, the better question is, “Should we scale this?”
When we’re deep in the trenches of business growth, the default question seems to be: Can we scale this? Sure, that’s a valid concern. But before pouring resources into something, ask yourself: does scaling this add real value, or does it dilute what makes it special?
We’ve all seen that certain qualities—like personal attention, unique culture, or even artisanal quality—can get lost in the rush to go big. Sometimes scaling means trading soul for numbers, impact for profit, and at its worst, sacrificing what’s good for what’s simply big. So, let’s get to the heart of what really deserves to be scaled, and what doesn’t.
What Should Be Scaled (Because We Need More of It):
- Common Sense – An invaluable commodity that’s all too scarce. Imagine the exponential benefits of a world where common sense is a fundamental expectation, as accessible as WiFi in a coffee shop.
- Opportunities to Learn Broad Skills – In an era of hyper-specialization, people who can think on their feet and flex across functions are a company’s best asset. More training, more development, more well-rounded skill-building? Scale away!
- Clean Water and Clean Air – The basics. It’s almost embarrassing that in 2024, clean water and air aren’t a global standard yet. If anything, these are essentials that demand scaling.
- Holistic Well-Being – Imagine a world where well-being metrics were tracked with the same rigor as profits. Scaling access to preventive health, stress management, and good, old-fashioned rest could mean fewer breakdowns and burnout—and wouldn’t that be a win for everyone?
- Clean Energy – Clean, renewable energy is the poster child for scalable solutions. The more it spreads, the better for everyone, plain and simple. Now, if only we could say the same for fossil fuels.
The Real Talk on Scaling: Should You or Shouldn’t You?
My societal wish list aside. Scaling isn’t just about market reach or cost-efficiency; it’s about impact, alignment, and long-term relevance. So, before hitting that growth button, here are a few questions to ask:
- Does scaling this make life better for the end user? It’s a simple litmus test. If growth leads to reduced quality, impersonal service, or complexity without value, it’s probably not worth it.
- Can the unique qualities be maintained at a larger scale? Scaling should amplify what’s good, not dilute it. Does what you’re scaling have essential elements—like personal touch, creative flexibility, or a certain “vibe”—that may be hard to replicate in mass?
- Is this sustainable for people and the planet? Growth at any cost is a tired approach. The question should be, “Can we do this responsibly?” Are there measures in place to ensure the wellbeing of your workforce, your customers, and your broader impact on the environment?
- Does this align with your long-term vision? In the frenzy to expand, companies can lose sight of their mission. Take a moment to check if what you’re scaling aligns with your core values. Is it growth for growth’s sake, or are you adding value that aligns with your brand’s promise?
And What Shouldn’t Be Scaled (Because Not Everything Needs to Go Big):
Here’s the thing—certain things are best left boutique, niche, or intentionally small. Think of artisanal products, specialized services, or unique art forms. Scaling these can rob them of what makes them distinct. For instance, standardized testing in education has often overshadowed unique talents and individual learning paths, pushing out diversity in favor of one-size-fits-all. Factory farming, while efficient, has a detrimental effect on animal welfare and the environment. And food? Well, overly processed, factory-made food that prioritizes convenience over nutrition is doing no one any favors.
Some things are precious precisely because they are limited. Picasso isn’t meant to be mass-produced; neither is music composed by machines. Scaling these elements turns them into commodities and drains their authenticity. At The Jenesis Collective, we understand the delicate balance between growth and preserving uniqueness. We specialize in branding, positioning, strategy, marketing, and PR, helping businesses identify what truly sets them apart. Whether you’re considering scaling or refining your niche, we’re here to guide you in making thoughtful decisions that align with your core values and long-term vision. If you’re ready to explore the next stage for your business or need clarity on what’s next, let’s talk!
Introducing Meraki’s Guest Blog Series for 2025
We’re thrilled to launch our new guest blog series, designed to bring fresh perspectives and innovative ideas from up-and-coming thought leaders. At Meraki Consulting Partners, we understand the value of unique insights and creative takes on current paradigms. This series aims to connect guest contributors with a broader audience to test ideas and gather feedback. With our experience across diverse companies and leadership structures, we offer a platform where raw materials of business innovation can flourish into groundbreaking content. Interested in contributing? We’d love to hear from you!
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