One of the things I enjoy most about being a small business advisor is that I mostly tend to collaborate with clients who are purpose-driven and are genuinely passionate about what they do and how they can make an impact on the world (however big or small). But with the premise behind improvement and business growth as the typical objective for most engagements, a delicate dance exists between two seemingly opposing forces: 1) preserving the unique essence that defines the client’s business; and 2) implementing systematic processes to foster growth and scalability. This tension often has deeper philosophical roots and can be hard to overcome when trying to find the perfect balance between maintaining the “soul” of your business while embracing the allure of systemisation. As business owners and entrepreneurs, this challenge requires not only strategic thinking but also a profound understanding of what makes your business truly unique.
The Soul of Your Organisation
The soul of a business is its beating heart and spirit. It’s the passion that ignited its creation and you can feel its energy when you are around its people. It’s the unique values that forms its culture, guides its operations, and has that X-factor that distinguishes it from competitors. For many small businesses, this soul is deeply intertwined with the founder’s vision, the story narrative behind the brand, and the relationships developed with customers over time.
A good example of this is a local café I know well that prides itself on its artisanal brews but takes things further by making it a point to remember most customers by name, their favourite order and naturally creates a warm and welcoming atmosphere. This personal touch is not just about implementing good customer service, it’s the feeling you get when you walk in that everyone who works there genuinely enjoys serving you. This is the soul of the business – a quality that cannot be easily replicated or scaled.
The Allure of Scalability
On the other side of the spectrum lies the appeal of scaling your business and ultimately systemising. Systemising your business means creating standardised processes and workflows that can be replicated, measured, and enhance efficiencies. For any small business looking to grow, the need for systemising cannot be ignored. It ensures that operations run smoothly, quality is maintained, and the business can expand beyond the limitations of the owner’s direct involvement.
At the extreme end, franchises are a notable example of successful systemisation. I do not have to mention all the famous ones to highlight the perfected art of systemisation, whereby customer’s experience is consistent irrespective of which franchisee they purchase from. Every process is meticulously documented and replicated, allowing the business to scale at speed.
The Tension Between Soul and Scale
The challenge for small business owners is to find a balance between these two forces. Lean too heavily on maintaining the soul, and the business may struggle to grow and adapt. Focus too much on scaling, and the business risks losing the unique qualities that made it special in the first place.
So, what specifically can you do as a small business owner to find that harmony and equilibrium:
Establish Core Values: Start by identifying the core values and elements that define the soul of your business. What are the non-negotiables? What won’t you compromise on? What aspects of your business are most important to your clients? These elements should remain at the heart of your business operations, regardless of how much you systemise and/or scale.
Strategic Systemisation: Not every aspect of your business needs to be systemised. Focus on areas that can benefit the most from standardisation without compromising your core values. For example, certain back office or administrative activities can be easily streamlined to improve efficiencies, allowing you to focus on developing deeper client relations through more frequent customer-facing interactions.
Effective Delegation: Your team plays a crucial role in balancing soul with systemisation. Empowering your employees to live the values and strengthen the culture of your business while providing them with clear processes and guidelines is key. Investing in coaching or training programs that emphasise both operational excellence and the importance of maintaining the organisation’s unique essence will help the business enhance performance in a sustainable way.
Design Thinking Approach: Regularly seek feedback from your clients to ensure that the changes you implement align with their expectations and preserve what they love about your business. This feedback loop will help you make informed decisions about which areas to systemise and which to keep more customised.
Adaptive Leadership: Be prepared to adapt and iterate. Balancing soul with the desire for growth is an ongoing process. As your business evolves, the need to continually reassess and adjust your strategies to maintain the right balance is critical.
The argument that often surrounds the notion that when a business scales, it loses its authenticity and purpose is certainly a pervasive one. However, I believe it is a very subjective generalisation on something that is complex and highly nuanced. What I have observed is that it has become a mainstream view steeped in personal biases and that the reality on the ground is that there is a broad spectrum of businesses operating on both ends of the scale and many actually getting the balance just right.
As for your own business, it requires a deep understanding of what makes your organisation unique and following a more strategic approach to growth. This is just another case in point where I stress the importance of spending sufficient time on your strategic planning process so you can confront this inherent growth challenge in an authentic and creative way.