# To Scale Or To Serve?

> Quarterly goals, half-year goals, end-of-year goals. If the primary goal is to scale, can there be an equally weighted goal: to serve?

- Source: https://choatecatalysts.com/canon/field-notes/to-scale-or-to-serve/
- Author: Douglas Choate, Choate Catalysts (https://choatecatalysts.com/craft/douglas-choate/)
- Published: 2026-09-07
- Category: Field Notes — The Canon (https://choatecatalysts.com/canon/)

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Quarterly goals, half-year goals, end-of-year goals. If the primary goal is to scale, can there be an equally weighted goal: to serve?

It’s difficult to quantify, and it shifts the focus from conquest to cultivation.

Serve the customers you already have, and growth follows.

To serve well is to scale. To serve well is to ignore scaling.