Why Bigger Isn’t Always Better: The Small Business Growth Playbook for Long-Term Success
- Kate Mayeski
- Apr 7
- 4 min read
Why Do Some Businesses Stay Small—on Purpose?
Most small business owners dream of growth, but what if bigger isn’t always better? What if staying small could actually lead to more success, more impact, and a better quality of life?
Bo Burlingham, author of Small Giants, spent years studying businesses that had the opportunity to expand rapidly but instead chose a different path. These companies focused on being great instead of just big, prioritizing quality, culture, and purpose over rapid expansion.
The result? Thriving businesses that maintain their independence, creativity, and soul—all while still making a healthy profit.
So, how do you grow a small business the right way, without sacrificing everything that made it special in the first place? Let’s break it down.
The Myth of “Growth at All Costs”
Airbnb’s CEO, Brian Chesky, learned a hard lesson about growth. In a recent interview with Simon Sinek, he reflected on the Silicon Valley obsession with speed, scale, and investor demands. For years, Airbnb prioritized rapid expansion—until the pandemic nearly wiped them out overnight.
His takeaway? Quality over quantity wins in the long run.
“The best thing you can do is focus on creating something great… If you do, customers will follow.”
Small businesses don’t have to chase the go-big-or-go-home model. Instead, they can embrace sustainable, intentional growth that prioritizes long-term success.
6 Rules for Smart, Sustainable Growth
1. Know Who You Are and What You Want
Before making any growth decisions, define your mission and values. The most successful businesses aren’t just chasing revenue—they have a clear purpose that guides every decision.
Take Clif Bar, for example.
Founder Gary Erickson walked away from a $120 million buyout because selling the company didn’t align with his values. He believed in staying independent and maintaining control over quality and ethics. Today, Clif Bar is stronger than ever.
2. Prioritize Customer Experience Over Expansion
Growth should never come at the cost of customer experience. Too many companies scale too fast, only to lose the very magic that made them successful in the first place.
Danny Meyer, founder of Union Square Hospitality Group, says:
“I’ve made much more money by choosing what to say no to than by choosing what to say yes to.”
Instead of expanding recklessly, focus on delivering exceptional products and service. Growth will follow.
3. Stay Small, Think Big
Zingerman’s Deli, one of the most famous food businesses in the U.S., had every opportunity to franchise and expand nationwide—but they refused. Why? Because they didn’t want to lose control of quality.
Instead of chasing scale, they built a community of local businesses, each dedicated to excellence. The result? Zingerman’s is more successful than ever, with a devoted customer base and zero compromises on quality.
4. Embrace a “Hands-On, Eyes-On” Leadership Style
Micromanagement kills innovation—but completely hands-off leadership can also lead to disaster. The best leaders know how to be deeply involved without suffocating their teams.
Brian Chesky explains it this way:
“A great leader doesn’t tell people what to do. They partner with them.”
Instead of controlling every decision, stay engaged in key areas that impact quality and culture. Be present, but don’t micromanage.
5. Build a Magnetic Company Culture
Ever walked into a business and immediately felt the energy and passion in the air? That’s what Bo Burlingham calls “Mojo”—a unique, magnetic culture that attracts employees, customers, and partners.
Companies with strong cultures retain top talent, create loyal customers, and stand out from the competition.
Prioritize:
Caring for employees as whole people (not just workers)
Creating deep relationships with customers and suppliers
Staying connected to your community
6. Protect Your Freedom & Independence
One of the biggest mistakes growing businesses make? Taking on investors too soon.
When you accept outside funding, you lose control over how you run your company. Investors want rapid returns—which often means sacrificing long-term sustainability for short-term growth.
The best small businesses grow at their own pace and maintain their independence, so they can make decisions based on what’s best for their customers, employees, and mission.
The Path to Smart Growth
The takeaway? Growth isn’t about getting as big as possible, as fast as possible. It’s about building something meaningful, lasting, and excellent.
Instead of chasing scale, focus on:
Delivering exceptional value to customers
Keeping your culture strong
Growing at a pace that feels right for your business
In the long run, the businesses that prioritize greatness over size are the ones that truly stand the test of time.
Need help growing your business the right way?
At Maverick May Solutions, we help purpose-driven businesses scale without selling their soul. Whether you’re staying small by design or looking to grow with intention, our team can support you with strategy, storytelling, and systems that align with your values.
Let’s build something great—together. Schedule your free strategy session today.
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