After 25 years, I stopped using a certain credit card for business. It was easily millions of dollars worth of transactions over that period. Did anyone at the company notice? Did anyone care?
I still remember losing a client in 1987. Small organizations pay attention and care very much about each and every customer. Verizon and AT&T, on the other hand, don’t even know that you and I exist.
Small family farms have significantly higher yields than neighboring farms that are much bigger. That’s because the individual farmer cares about every single stalk and frond, and the person with a lot of land is more focused on what they think of as the big picture.
But it’s pretty clear that if you add up enough small things, you get to the big one.
Caring at scale can’t be done by the CEO or a VP. But what these folks can do is create a culture that cares. They can hire people who are predisposed to care. They can pay attention to the people who care and measure things that matter instead of chasing the short term.
Large organizations have significant structural advantages. But the real impacts happen when they act like small ones.