You’ve no doubt seen people spewing musings about scaling business. There seem to be almost as many “scaling experts” out there as there are “funnel experts.” Funnel hacker expertise is a topic for another day.
NEWSFLASH: Scaling is the completely the wrong focus for most businesses
Scale as a concept is widely misunderstood and misapplied to the equation of business. Every day I see Facebook posts and emails and advertisements talking about scaling ad campaigns, scaling list building, scaling operations, scaling revenues, scaling profits and scaling everything except Mount Everest.
When you apply the word scale to the wrong things – you get the wrong outcomes.
Let’s be clear – Scale is important to growing a business. You must scale revenue, scale operations and scale profits. But, this scaling is the actually scaling – ALL OF IT, in concert. Meaning, the successful business owner knows that when revenues increase, workload increases and profit should soon increase. It doesn’t directly coincide and THAT is the issue. In order to scale properly, you need to balance all of those demands at different times to keep it all on track.
The beef I have with all of these self-proclaimed scaling experts is the myopic stance they have towards the businesses they are trying to “help” scale. A marketing agency hired to scale ads, can actually succeed at scaling up the costs of the business for creative and ad spend. Hopefully, they will also scale up the net revenues by creating a positive return on ad spend (“ROAS”). With that growth comes pain of operations, systems, people and headaches. People tend to focus on solving the top-line scale, while completely neglecting the internal operational scale.
The solution to this Scaling in Oblivion is to execute an Orchestrated Approach. This consists of driving growth in one area, while optimizing in the pain point areas of the business which result from the added velocity. The sequence is to begin Scaling, then Assessing Impact, Adapting Internal Systems (e.g., People, Process, Infrastructure) then Scaling some more.
In essence Scaling is a Total Business Effort – not a single facet, in isolation. Just as your hip bone is connected to your knee bone – in business, everything is interconnected and you need to execute like Mozart. That’s how you get your business to sing like a finely tuned Stradivarius – along with all the other instruments of the business.
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