Hard Truths About Rapid Growth—Why Bigger Isn’t Always Better in Business or Life

A rapidly growing startup opens new locations every month, its social feeds flooded with photos of ribbon-cuttings and smiling new hires. Early excitement fuels late nights, but soon even simple tasks slip—supplies run short, support emails pile up, and senior staff seem constantly exhausted. During one quarterly review, a manager’s voice cracks as she admits falling behind, and the team lingers quietly, the glow of newness starting to wane. This pattern isn’t uncommon. In pursuit of expansion, both organizations and individuals often sacrifice sustainability for speed. Well-documented in behavioral economics, this is the “planning fallacy”—the tendency to underestimate the costs, time, and obstacles involved in growth. Short-term enthusiasm masks the deeper strain on systems or personal wellbeing.

As numbers grow, coordination gets harder and new challenges emerge—often before earlier ones are solved. The system becomes top-heavy, requiring increasing input to maintain basic functions. For businesses, that means cashflow strains, internal confusion, and eroding morale. For people, it shows as chronic stress, lost sleep, and increased errors. The costs of supporting bigger ambitions—whether it’s more offices or more obligations—can wipe out any benefits if unchecked. Careful leaders and individuals periodically check for “diseconomies of scale”—the moment when more is actually less.

Sustainability isn’t just about slowing down for its own sake; it’s about protecting your core strengths and future viability. By regularly auditing pace, resource drain, and capacity, both teams and individuals can avoid burnout and keep long-term goals in sight.

Take a frank inventory of all the new things you've started recently, both big and small. Look at what each one really costs in time, energy, and support—are you skimming from other priorities just to get by? Make a rule for yourself about upper limits, even if it means pausing exciting new opportunities for now. The next time you’re tempted to say yes to more, check your list first, and hold yourself to your healthy ceiling. This habit doesn’t just preserve your performance—it gives you space to truly excel at what you already have. Try this for one week and see how it feels.