Connect with individual customers in an authentic way that builds loyalty and community rather than chasing mass markets and faceless scale.
Marketing should be human-focused first and foremost before technical scale. Nurture real relationships that can outlast fads.
Avoid diluting your brand through excessive bureaucracy and hierarchy. Keep quality high by staying small.
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In Company of One, Paul Jarvis makes the case for staying small and rejecting growth for growth's sake. He provides strategies for solopreneurs to thrive through focus on perfecting their craft, not endless expansion.
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