Small is more meaningful than big

You walk down your high street. What do you prefer to see there? The economist will say: Walmart, Best Buy, the Gap. Scale economies — cheaper prices — better for “consumers”! But the human being will say: an independent cafe, a good bookshop, a boutique clothing store. Why? Because they offer many things that mega scale organizations don’t.

When you’re thinking of how to make your business bigger, it’s tempting to try to think all the big thoughts and come up with world-changing massive-action plans. But please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you.