In a meeting this week, a phrase came out of my mouth: “You want to be big... Let’s build like you
already are big.”

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The words just stuck. They stuck for the individual, who wrote them down on the spot. And they stuck
for me, because the more I sat with them, the more I realized this isn’t just advice for one organization.
It’s the through-line of how I approach every organization I work with that wants to scale.

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It’s how I’m currently restructuring another organization, moving staff into the roles and tasks a future
multi-location operation will need, so when they grow into branches, the capacity is already there. It’s
how I’m writing every document and process at Broad Strategy: as if I’m already onboarding a team of
consultants, even though right now it’s just me.

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Here’s why this matters, and why most organizations get it backwards.

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The cost of building only for today

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Most leaders build for the size they are right now. Then they grow, and they rebuild. They grow again,
and they rebuild again. Every transition is a scramble. New systems, new structures, new
documentation, often built under stress while the business is straining at the seams.

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It’s exhausting. And worse, it leaks opportunity. Every rebuild is time you’re not selling, serving, or
innovating. Every scramble is a moment when good people burn out, customers feel the strain, and
quality slips.

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Building like you’re already big flips this on its head. You design for the destination, not the doorstep.

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Let me show you three ways to think about it.

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The highway before the city

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When city planners design a new development, they don’t pave one-lane roads and wait for traffic jams
to force a widening. They lay down four-lane infrastructure before the houses go up. So, when the
population arrives, the roads are ready.

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Growing organizations work the same way. Build the highway first (systems, documentation, team
structure, and policies) and growth flows naturally when it comes. No widening mid-traffic. No
bottlenecks at every intersection.

Ask yourself: what infrastructure would I need if I were three times my current size? Then start laying
that pavement now, while the traffic is still light.

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The second hole in the sand

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Picture a small hole dug in the sand at the beach, filled with water. It holds what it can, until you pour in
more, and it spills everywhere. The result is mess, waste, and frustration.

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But what if, before the water came, you’d dug a second hole right beside it, with just a thin wall of sand
between them? When you’re ready for more, you don’t scramble. You simply break the wall, and the
water flows in naturally.

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That’s what building ahead of growth looks like. The barrier between “where we are” and “where we’re
going” becomes thin and easy to remove, instead of a wall you have to demolish under pressure.

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In practice, this means delegating now to the people who will run things at scale. Documenting now the
processes that will need to be repeatable. Naming now the roles that don’t fully exist yet but will.

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The greenhouse before the seedling outgrows the pot

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A gardener with a promising seedling doesn’t wait until the plant is bursting out of its starter pot to build
the greenhouse. By then, the roots are bound, the plant is stressed, and construction has to happen in a
panic, while the very thing you’re trying to protect is suffering.

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Smart growers build the greenhouse while the seedling is still small. So, when the plant is ready for
more space, the space is already there. The transition is seamless. The plant doesn’t hesitate. It simply
expands into the room you’ve already made for it.

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Organizations work the same way. The infrastructure for the size you want to be needs to exist before
you grow into it; not get built in reaction to growth that’s already straining the walls.

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Ask yourself: what greenhouse am I building right now? And is it big enough for what I’m planting?

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Three angles, one truth

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A highway built ahead of the cars. A second hole dug before the water spills. A greenhouse standing
ready before the seedling needs it.
Three different images, one underlying principle: the size you operate at is a choice you make before
you get there. When you build like you’re already big, growth stops being a crisis and starts being an
arrival.

What this looks like in practice

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If you want to apply this in your own organization this quarter, here’s where to start:

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• Write your documents for the organization you want to be, not the one you are. Templates,
processes, and onboarding guides should assume scale, not solo effort.

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• Delegate now, even if delegation feels premature. The capacity you build today is the capacity
that catches you tomorrow.

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• Name the roles your future organization will need, even if one person currently wears all the
hats. Naming makes it real.

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• Build systems that don’t depend on you. If a system only works because you’re personally
holding it together, it isn’t a system. It’s a bottleneck.

Big is a posture you adopt and the organizations that grow the most gracefully are the ones that started
acting big, long before anyone else thought they were.

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So, here’s the question I’ll leave you with, the same one I’ve been asking myself: ‍

What’s one thing you could start doing today as if you were already the size you want to be next year?

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