Chapter 4 :
Relish the good sides of being small, but don’t forget you are running a business.
Many small start-ups long for mass and greater recognition, but bigger is not always better. Consider elite schools like Harvard and Cambridge. Do you think they aim to expand their campuses all over the world, educating hundreds of thousands of people annually? Unlikely. Instead, they are comfortable being the size they are, as should you.For example, having less mass and being off the media radar allows you to experiment with your business without potential screw-ups being publicized. Just like Broadway musicals are first tested in smaller cities before reaching New York, you too should take advantage of your obscurity in the beginning to experiment with different ideas and processes.Being small also allows you to keep your entire team on the frontline of the business, interacting with customers firsthand and hearing their requirements and feedback. A complex hierarchy can muffle that feedback and slow you down. When everyone is responsible for customer satisfaction, you can respond to any problems quickly, which is essential for effective customer service.