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This month, we\u2019ve explored finding customers and building an audience\u2014which are not the same things.\n\n\n\nEvery business needs to find customers. But not every business\u2014not even most businesses\u2014needs to build an audience.\n\n\n\nYet, so many small business owners get hung up on building their following counts or email lists instead of doing the things that actually lead to sales.\n\n\n\nThe drive to build an audience partially comes from the false belief that \u201cscale\u201d is the universal goal for all businesses.\n\n\n\nMany successful businesses never scale\u2014or they don\u2019t scale in terms of serving thousands of people instead of tens of people. They might scale in terms of efficiency or price or team\u2014but scaling up one or all of those things does not require you to build an audience.\n\n\n\nBut everywhere you look on social media, someone is telling you that you have to scale.\n\n\n\nAs Maggie Patterson put it, they\u2019re serving you poison and then selling you the cure.\n\n\n\nNow look, if you\u2019re excited about scaling up or you\u2019ve found success with scaling up, wonderful!! I personally love the idea of serving at scale and enjoy speaking to an audience.\n\n\n\nBut I also recognize that this is the best way to build a business for only a teeny tiny segment of the business owner community.\n\n\n\nA stronger, more sustainable, more effective way to build a highly profitable business is to\u2026\n\n\n\nwait for it\u2026\n\n\n\nStay small and do things that don\u2019t scale.\n\n\n\nToday, I have 3 more stories of people who are serving and building in a really impactful ways without building an audience in the way you might have been taught.\n\n\n\nYou\u2019ll hear from messaging consultant Dr. Michelle Mazur, branding expert Amy Walsh, and leadership consultant Nancy Hess.