Scaling-up means changing track

Like me, did you ever crave a Scalextric set - even though you knew it wasn’t actually much fun? There’s only one way of setting out the track. You have to go flat-out. And the cars’ braids become as mushy as an over-used toothbrush. In marketing terms, there is a bad contact between the glamorous promise and a tedious experience.

I never was much of a mechanic, but I have helped many businesses with their scaling-up. It takes some delicate engineering, since the transition from start-up to scale-up is often a huge leap for business leaders. That’s because it’s not a matter of size, it’s a question of culture, governance and identity.

Most start-ups are founded by charismatic leaders or tight-knit teams who share each other’s dreams and values. Scaling-up means having to codify principles and processes that may previously have been unspoken or undocumented. It’s no longer about ‘Me’, it’s about ‘We’. 

And scaling-up means opening-up. Having to think about a more diverse and distant workforce and customer base. Who do we need to connect with and what are their needs and goals?

Scaling-up means looking outwards. Having to base decisions on insight not just instinct. Especially when there are investors involved who want to scrutinize what’s happening.

And that’s why thinking about brand strategy and design is a critical part of scaling-up. Whether expanding into new markets, attracting new customers or facing new competitors, it’s essential to take stock of what your brand stands for and how you stand out.

You can scale-up a Scalextric set by adding new sections of track. But that’s just more of the same. Scaling-up a business is an evolutionary leap. A change of track and a brand new game.

Written by Alec Rattray

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