The drift to normal
As an organization grows in scale, the idiosyncrasy and distinctiveness that was originally informed by the taste of the founders moves toward the mean.
Over time, things get more average.
That’s because each new customer, each new supplier and each new employee wants or needs something a little more normal, at least sometimes. The drift to normal can only be countered by persistent effort, usually at the cost of some element of short-term scale.
“It might not be for you,” always accompanies, “this is special.”