Anyone who’s ever dreamed of making a business bigger than what it currently is shouldn’t underestimate the scale. It’s like growing your own mean, little alien. Eventually, it’ll have to start growing more parts than what it’s currently got.
That can be a bit painful and that pain doubles if you can’t get your B2B marketing campaign to adapt. As much specialization helps highlight the uniqueness of your product, the reality is that larger competitors might beat you just from being able to grow faster and bigger.