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The Science of Scaling (and How I Got It Wrong)

How setting a crazy goal forces you to do fewer things—better.

Author

Logan Robison
July 01, 2025

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The Science of Scaling (and How I Got It Wrong)

Last week I finished a book called The Science of Scaling, and it wrecked me (in a good way). One core idea hit me like a brick:

"If you're pursuing attainable goals, your business is probably way more complex—and stagnant—than it should be."

Ouch.

Here's what that looked like for us:

  • Year 1: $92K in revenue

  • Year 2: $242K

  • This year: $195K year-to-date (and growing)

We'll beat last year's numbers. But here's the truth:

We also said yes to jobs we never should've taken. We hired people we knew weren't a good fit. And we made decisions that made the business way more complicated than it needed to be.

Why?

Because our goal was simply "grow."

That's not a strategy. That's a to-do list.

What if the goal had been to 5X in 12 months?

Suddenly, everything looks different. You can't afford complexity. You don't have time for bad fits. You stop entertaining distractions like one-time cleanings or annoying rush jobs. You start thinking like this:

"We clean luxury Airbnb’s. Minimum 2,000 sq ft. Minimum $200 cleaning fee. That's it."

That's focus.

The tighter the timeline and the bigger the goal, the more ruthless you become. In a good way. You're not growing for growth's sake. You're scaling with clarity.

This year taught me that growth isn't strategy. Saying yes to everything is just busywork in disguise.

Our New Impossible Goal

Starting today, our goal is different: $1M in sales by July 1, 2026.

It's an impossible goal for us with an impossible timeline. But doing this will force us to cut out the noise and the complexity. Get really simple, get really clear, then put your foot down on the gas.

Here's a Challenge for You

If your business isn't where you want it to be, take a look at your goals. Do they feel possible or impossible?

According to this book, if they feel possible, your business will be drowned in complexity. Set an impossible goal instead and cut out the noise.

P.S. - Did you like this segment? If you want me to do more newsletters like this, reply back and let me know!

Until next time!
Logan

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