Not all things should scale.

And most things shouldn’t scale indefinitely.

But for the things that benefit from scaling, there’s an easy way to ensure they do:

Build them to not scale.

Those who focus on building things to scale often do things out of order:

A coaching service built to scale focuses more on systems for acquiring more coaches, reducing skilled labour costs, or perhaps abstracting things into a course format…

…Anything but actually creating a coaching experience so personal, so powerful, so useful, that the client can’t help themselves but to tell everyone they know.

The levers that create the results we what are found in service of others.

Repeating something others find amazing is much more fun (and useful) than trying to convince people to fall prey to low-value arbitrage.