Caring doesn’t easily scale. You might care very deeply about helping your clients achieve the outcomes they need while, at the very same time, someone else on your team couldn’t care less. You see this everywhere, don’t you?

The only way to get everyone to consistently care is to build a culture of caring.

Passion doesn’t easily scale either. The cynics, the critics, the has-beens, and the never-will-be’s are too cool to drink the Kool-Aid. They’ll never allow themselves to be vulnerable enough to feel anything.

Unless you build a culture of passion, passion doesn’t scale.

Craftsmanship doesn’t easily scale. It isn’t easy to scale the kind of craftsmanship that differentiates the exceptional from most products or services. You know this kind of professionalism when you see it, the attention to detail, the deep knowledge, and the meticulous care that goes into it.

Unless you build a culture around craftsmanship, it doesn’t easily scale.

Execution scales fine when the outcomes are easy, low cost, and low risk. But execution of real, tangible, business outcomes isn’t easy to scale. Getting complex, intangible business results is difficult. You know by now that the only answer is a culture of execution.

Resourcefulness doesn’t easily scale. Resourcefulness is what the human spirit is made up of, but it’s been driven out of most adults in the workforce. Business has spent more than a Century building dependents.

You can scale resourcefulness if you build a culture around identifying new ideas, finding away, and killing sacred cows.

The way to scale things that don’t easily scale is to build a culture around those values. It’s the leader’s job to build that culture—and defend it from anyone and everyone that threatens that culture. It’s your job to live that culture, to breathe life into, to make it real. This is your real competitive advantage.


What do you do that’s difficult to scale?

If it scaled, what intangible could provide your competitive advantage?

How important is culture to an organization’s success? It’s survival?

Sales 2012
Post by Anthony Iannarino on November 19, 2012
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
salescall-planner-ebook-v3-1-cover (1)