In an industrialized world that glorifies scale, efficiency, and endless growth, it’s easy to feel like success is measured solely by numbers moving up and to the right: more customers, more revenue, more followers. But what if bigger isn’t always better? What if success lies in creating work that’s smaller, braver, and better—focused on quality, intentionality, and resonance?
The Trap of “More”
Chasing growth for growth’s sake can sometimes feel like running on a treadmill. You’re expending energy, but are you really getting anywhere? The industrial mindset teaches us that scale is the ultimate goal, but this approach often sacrifices:
- Quality: More output can dilute the uniqueness of your work.
- Connection: Scaling up can make it harder to build authentic relationships.
- Sustainability: Bigger systems require more resources, often leading to unintended side effects and burnout.
Growth isn’t inherently bad, but it’s worth asking: Are you growing in ways that align with your values and goals, or are you chasing numbers because that’s what the world has told you to do?
Why Smaller Can Be Braver
Choosing to stay small or focus deeply can feel counterintuitive in a culture obsessed with expansion. But smaller work often allows for:
- Greater Intention: You can focus on doing fewer things really well.
- Closer Connection: Serving a smaller audience lets you engage more deeply and authentically.
- Flexibility: Staying lean allows you to adapt quickly, to pivot when conditions change, and take creative risks.
Think of it like tending a garden. A smaller plot doesn’t mean less growth; it means more care and attention for each plant, which can result in a richer harvest.
The Power of Better
Better isn’t about perfection; it’s about resonance. It’s about creating work that:
- Stands Out: Unique, high-quality work captures attention and builds loyalty.
- Matters: When you focus on depth, your work has a greater chance of leaving a lasting impact.
- Psychic Value: Alignment with your values and goals leads to fulfillment, not just success.
Rather than asking, “How can I reach more people?” ask, “How can I serve the right people better?”
Shifting from Efficiency to Resonance
Efficiency asks, “How can I produce more with less?” Resonance asks, “How can I create something that truly matters?” To make this shift:
- Define Your Audience: Who are the people you most want to serve? What do they need that only you can provide?
- Seek Feedback: Engage with your audience to understand what’s resonating and what isn’t.
- Simplify: Strip away what’s unnecessary so you can focus on what’s essential.
Your Action Step
Take 15 minutes today to reflect on your current projects or business. Ask yourself:
- What’s one area where I can focus on depth instead of breadth?
- Who is my smallest viable audience, (what Kevin Kelly calls your “1000 True Fans”) and how can I serve them better?
- What’s one thing I can simplify or improve this week to make my work more intentional?
Write down your answers and commit to taking one small, brave step toward creating work that’s smaller, braver, and better.
The pursuit of growth often feels safe because it’s what’s expected. But choosing to go smaller, to focus on quality and resonance, is a brave path. It’s a path where your work can truly stand out, deeply connect, and make a meaningful impact. Smaller isn’t less. And Better isn’t perfection.
