On balance, growing our business requires us to do things that scale. We need processes, infrastructure, and systems that help us deliver value to hundreds, thousands, or even millions at a time. You may not want to over-think scaling as you find product-market fit – but, beyond that, businesses that succeed do a good job with scaling.
The dichotomy here is that our life and careers work the other way around. The more you obsess about scaling your impact, the less you contribute in the rooms you are actually in. The more you attempt to personalize, the less personal you are.
Deciding to not do things that scale means doing fewer things – but doing them in a way that is authentic to us. It means adding our brand of thoughtfulness to the emails we send. It means demonstrating our brand of extraordinary care to the folks we touch on a daily basis. And, it means writing those thank you notes.
Our contribution, and ensuing impact, on people are often determined by our ability to consistently do things that do not scale.