I’m glad I read the 10th Anniversary Edition of the book because I think the extra chapters or modifications make for a much different book. Throughout the book, as he was describing what the small giants do to be giants, without disparaging what they do, I was thinking: “that only works if your profit margins are big, very big”. The new chapters follows up on some companies and what happened to them when those margins become smaller. Long story short: it’s not pretty.
The range of covered companies surprised me. I knew this was not about big companies, so, no Apples, Googles, Microsofts or Facebooks. But still, the range of employee size was from 1, yes, 1, a single person company, to a over-1000 employee company. It’s clear that towards the extreme of the scale, many of the ideas and principles don’t work as well and it might be a stretch to call them small giants but it is exactly that that makes them interesting on this book as it shows the boundaries you could expect if you try to create a small giant.
Reading this book made me think that maybe I don’t want my own companies to be small giants. Maybe I want one of my companies to be one but not the others, I’m not sure yet. I personally don’t think there’s anything wrong with or without being a small giant but if you expect your company to behave like one when it’s not, you’ll be thoroughly disappointing; and for me, that’s the big lesson.