Think Big, Act Small

1. Think Big, Act Small: The Core Philosophy

We think big but we act small. When big companies start acting big, they get in trouble.

The essence of sustainable growth. This seemingly simple phrase encapsulates the core strategy employed by America's best-performing companies. It's about having ambitious, long-term goals while remaining grounded in the day-to-day realities of the business. It's a rejection of arrogance and complacency, and an embrace of humility and continuous improvement.

Avoiding the pitfalls of "acting big." Companies that "act big" often become bogged down in bureaucracy, lose touch with their customers, and become overly focused on short-term profits. They prioritize appearances over substance, and their leaders become detached from the realities of the business.

The power of "acting small." Companies that "act small" remain nimble, responsive, and customer-focused. They empower their employees, foster collaboration, and prioritize long-term value creation. This approach allows them to adapt quickly to changing market conditions and maintain a competitive edge.

2. Down-to-Earth Leadership Drives Consistent Growth

Nobody was anxious to share their personal story because no one believed there was a story to be told.

Humility as a leadership trait. The most successful companies are led by humble, unassuming individuals who prioritize the success of the organization over their own personal fame or fortune. These leaders are approachable, transparent, and genuinely interested in the well-being of their employees and customers.

Seven attributes of humble leadership:

• Stewardship: Seeing themselves as caretakers of the company's resources
• Transparency: Sharing information openly and honestly
• Accessibility: Being approachable and available to employees and customers
• Work Ethic: Leading by example and working hard
• Stand for Something: Having a clear set of values and principles
• Erase Superficial Distinctions: Treating everyone with respect, regardless of their position
• No Big Offices: Avoiding ostentatious displays of power or wealth

Building a humble culture. Down-to-earth leadership fosters a culture of humility throughout the organization. This creates an environment where employees feel valued, respected, and empowered to contribute their best work.

3. Keeping Your Hands Dirty Fosters Innovation and Trust

Sometimes I’ll put together a small team of programmers and we’ll code a rudimentary version 1.0 of a new product idea.

Staying connected to the core business. Leaders and employees at successful companies remain actively involved in the day-to-day operations of the business, whether it's coding software, visiting stores, or talking to customers. This hands-on approach allows them to stay in touch with emerging trends, identify problems, and develop innovative solutions.

Frequent contact and involvement with:

• Customers: Understanding their needs and preferences
• Workers: Earning their respect and trust
• Vendors and Suppliers: Building strong partnerships

Breaking down barriers. By getting their hands dirty, leaders demonstrate that no task is beneath them and that everyone is working towards a common goal. This fosters a sense of camaraderie and encourages collaboration across all levels of the organization.

4. Short-Term Goals, Long-Term Vision: A Balanced Approach

We’re not capital constrained and could grow faster, but our long-term vision for expansion is irrelevant if we lose focus of doing things right every day.

The dangers of rigid long-term plans. While it's important to have a long-term vision, companies that become overly focused on achieving specific, long-term goals often lose sight of the day-to-day details of the business. This can lead to misallocation of resources, mismanagement of expectations, and a loss of agility.

The power of short-term execution. Successful companies prioritize the execution of short-term objectives, knowing that each step brings them closer to achieving their long-term potential. They focus on mastering the basics, building strong relationships with customers, and continuously improving their operations.

Maintaining a watchful eye on the horizon. While prioritizing short-term execution, successful companies also keep a close eye on the long-term horizon, anticipating future trends and adapting their strategies accordingly. This balanced approach allows them to stay ahead of the curve and maintain a competitive edge.

5. The Art of Letting Go: Adaptability Is Key

If something isn’t working, fix it, and if it can’t be fixed, then get rid of it.

Avoiding the sunk cost fallacy. Many companies waste valuable time and resources trying to revive failing products, services, or processes, rather than cutting their losses and moving on. This is often driven by ego, fear of admitting failure, or a reluctance to abandon the status quo.

The importance of decisive action. Successful companies are willing to make tough decisions and let go of what is no longer working, even if it means abandoning a long-standing tradition or a pet project. This allows them to free up resources and focus on new opportunities.

Knowing when to stick it out. While it's important to be adaptable, it's also important to avoid being too quick to abandon a promising idea. Successful companies are willing to give new initiatives a chance to succeed, and they're not afraid to experiment and iterate until they find a winning formula.

6. Cultivate an Ownership Culture for Peak Performance

In a market economy, the decision-making ability naturally flows to people who create value and away from those who don’t, and thereby suffer losses.

Empowering employees to think like owners. The most successful companies foster a culture where employees feel a sense of ownership and responsibility for the success of the organization. This is achieved by giving them autonomy, providing them with the resources they need to succeed, and rewarding them for their contributions.

Key elements of an ownership culture:

• Vision: A clear understanding of the company's goals and values
• Virtue and Talent: Hiring the right people with the right values
• Decision Rights: Empowering employees to make decisions
• Knowledge Processes: Sharing information and knowledge openly
• Reward for Value Created: Compensating employees based on their contributions

The benefits of an ownership culture. When employees think and act like owners, they are more engaged, motivated, and productive. They are also more likely to take initiative, solve problems, and go the extra mile for customers.

7. Win-Win Solutions: Building Partnerships, Not Transactions

We go in, show our customers how we’ll achieve their target savings on a line by line basis, agree to pay a penalty if we don’t, and share any additional savings with them.

Moving beyond adversarial sales tactics. Traditional sales approaches often involve aggressive tactics, price wars, and a focus on short-term gains. Successful companies, on the other hand, prioritize building long-term relationships with their customers based on trust, transparency, and mutual benefit.

Creating value for all stakeholders. Win-win solutions are designed to create value for all parties involved, including customers, employees, vendors, and shareholders. This approach fosters loyalty, collaboration, and sustainable growth.

Key elements of win-win solutions:

• Understanding customer needs
• Offering customized solutions
• Sharing the benefits of success
• Building trust and transparency

8. Strategic Competition: Choosing Your Battles Wisely

I tell our buyers not to buy it if Wal-Mart has it, or we’ll end up looking stupid.

Defining your niche. Successful companies carefully choose the markets they compete in, focusing on areas where they have a distinct competitive advantage. They avoid trying to be all things to all people and instead focus on serving a specific customer segment with a unique value proposition.

Avoiding head-to-head competition. Rather than engaging in price wars or trying to outcompete larger rivals, successful companies often seek out underserved markets or create new categories where they can establish a dominant position.

Focusing on differentiation. By offering unique products, services, or experiences, successful companies can command premium prices and build a loyal customer base. This allows them to avoid competing solely on price and maintain healthy profit margins.

9. Build Communities: Fostering Belonging and Loyalty

You’ll never find a finer bunch of people than a group of twenty-five- to thirty-five-year-olds who realize the importance of education.

Addressing the need for belonging. Successful companies recognize that people have a fundamental need to belong to something larger than themselves. They create communities around their brands, products, or services, fostering a sense of connection, shared identity, and mutual support.

Benefits of building communities:

• Increased customer loyalty
• Enhanced employee engagement
• Stronger brand advocacy
• Greater resilience in the face of challenges

Creating a sense of shared identity. By fostering a sense of community, companies can transform their customers and employees into passionate advocates for their brand. This creates a powerful competitive advantage that is difficult to replicate.

10. Grow Future Leaders: Investing in Homegrown Talent

Our future leaders are homegrown with experience and knowledge of the operation, a heavy dose of common sense, and a strong commitment to our culture.

Prioritizing internal development. The most successful companies invest in developing their own leaders from within, rather than relying on external hires. This ensures that their leaders are deeply familiar with the company's culture, values, and operations.

Key elements of growing future leaders:

• Lead by example
• Provide a strong operational and cultural orientation
• Make everything a team effort
• Acknowledge and keep informed
• Constantly evaluate and coach
• Make people want to stay
• Have everyone identify their successor

Building a sustainable leadership pipeline. By cultivating a pipeline of homegrown talent, companies can ensure that they have a steady stream of qualified leaders ready to step up and take on new challenges. This creates a culture of continuous improvement and ensures the long-term success of the organization.

Last updated: September 6, 2025