Sometimes I look at a company and wonder why they don’t grow. They’re performing a great and essential service, they have a brilliant idea. Why don’t they expand, serve more people and get more profit?
Maybe the people running the company are optimizing for something else.
Everything has a cost. Expanding might compromise their service. It will certainly take time and effort. Maybe the owners would rather do something else with their time. Maybe they’re not optimizing for money or size.
Even if you don’t have a company you can make these trade offs.
Do you want more money? More influence? More time? More freedom? More peace of mind? Less stress? Less risk?
Exactly what you want to optimize is up to you. The key is knowing what choice you have and making it thoughtfully.