If you are a growth ready company, there’s a choice you have to make. Do you want to be the company with a big hat and no cattle, or the one that is a big fish in a small pond? What matters to you more, ego or results? One choice places a premium on impression and one places a premium on discipline. When you are in the weeds, that decision doesn’t seem as clear cut as when it’s presented as an easy A/B choice.