If something delivers exceptional results, more or bigger of the same something will deliver more exceptional results. In fact, with the benefits of scale and efficiency, the results are likely to be exponentially exceptional.
This is what the bigger hypothesis teaches us.
It’s not always true. In a world where attention, high touch interaction and personalised products are expected, bigger often ends up less. Where economies of scale are still a critical ingredient, mining, manufacturing (in some markets) and banking, the logic still holds.
Most other industries have undergone a significant transition.
Customer inspiration leads to exceptional results. Size becomes less relevant.