A company's goal is not to make a profit but to avoid a loss.
William R. Robinsa smaller-company philosophy
Will R. Robins is an entrepreneur, founder, writer, and an expert on what a company must do to get larger. His book, From Smaller to Larger, argues that a smaller company's first job is not to chase profit but to avoid the loss that would end it. It is a treatise written in plain language, drawn from a lifetime of building one.
Latest writing
Recent letters from William
The lengthened shadow of a Founder
On the principle that a company carries its founder's character long after he has gone — and what that means for how he must live and decide.
Why a smaller company is not a smaller version of a larger one
A smaller company lacks scope, capital, diversity, and range. It must focus on what it doesn't have, since it cannot earn a profit from what it does have.
Better to avoid the loss
Four parallel rules for how a smaller company should think about profit, investment, and time.