True differentiation will not and cannot work everywhere. We’re not likely to see hand-crafted 747s anytime soon, or friendly neighborhood oil refineries. The advantages of scale are too overwhelming. The true-differentiation strategy seems to work best when scale, despite its efficiencies, also introduces blind spots in areas such as customer service, flavor, curation, or other intangibles not entirely consistent with mass production and standardization. Where getting big begins to hurt the product, small can be bountiful.
Small is beautiful. I’m starting to understand about business in niche market.