Big vs Right

We celebrate Big more than Right.

Being Big is a popular goal for most businesses. Being Right for their choice of market comes second. Which is why those who prioritise being Right for their choice of market have to deal with growth.

Being Bigger in a market is a popular roadmap for most businesses. Being Righter in a market comes second. Which is why the pursuit of growth often comes with a sacrifice of ease and profitability, whereas the pursuit of becoming the perfect fit for those they serve usually ends up in near-effortless growth.

Big is a lousy goal. It’s a balm for the insecure.

Right is a great goal. It signals you deserve our attention.