Why Bigger Doesn’t Always Mean Better: The Myth About Growth and Success in Business

By Emily Ciardiello

There’s a narrative in business we hear far too often: that success is about size. The bigger your salon, the more followers and team members you have, the more “successful” you must be. But here’s the truth that rarely makes the highlight reel: it’s not about how big you are, it’s about how profitable you are.

Because without profit, you do not have a business. You have a brand that looks good on the outside but might be crumbling underneath.

I get it. It’s easy to get caught up in the aesthetics of success. We see someone open their second or third location or adding their 20th employee, and the assumption is, “They must be killing it”. But here’s what most people don’t see - the stress behind the scenes when wages are due, the sleepless nights over taxes or bills, or the scramble when you want to reinvest but the cash flow just isn’t there.

Let’s get “boring” for a sec and talk revenue vs. profitbecause they ARE NOT the same thing. Revenue is what comes in from sales or services. But that doesn’t mean cash in your account just yet - especially if they’re on terms or paying another way.

Profit is what is left after everything is paid. And here’s the kicker - some business owners (like us) take their income from the profit. So, no profit? No pay.

That’s why watching your expenses matters. Because it’s not just about staying afloat - it’s about making sure you get paid.

Profit isn’t greedy, it’s smart.

Let’s get one thing clear: profit is not a dirty word. It’s not about being greedy or squeezing every last cent. Profit is about creating space. Space to breathe, to plan, to innovate, and to look after your team properly.

Without profit, you cannot:

1. Pay yourself what you’re worth

2. Invest in research and development

3. Launch that new service or product you know will be great for your customers

4. Give back to your industry or community through sponsorships or fundraising

5. Even afford to make a mistake (and let’s face it, we all make them!) So why are we so hung up on revering the bloated businesses that have chosen to eat that last morsel of food on their plate when they were already full - you get the analogy, right?

Small but mighty

Some of the most successful businesses I’ve come across in this industry are not the loudest or the biggest. They’re not the ones with massive floorplans or 15 hairdressers. They’re the ones that know their numbers inside out. They’ve built systems. They’ve got healthy margins. And they’re profitable.

Their owners have the time and resources to mentor, to create, to rest - yes, rest - that coveted word - and to reinvest when they want to, not when they HAVE to. Read that again because that is super importantyou don’t want to get into a situation where you have to scramble to find cash FAST to save yourself or your business from going under.

They might not have the biggest team or the flashiest Instagram, but they’re solid. Sustainable. Calm. And to me, that’s real power.

Growth that actually works

Now, I’m not saying don’t aspire to be super successful - some of the biggest salons I know are very successful and have been for years. And don’t get me wrong - growth is exciting! Opening more locations, launching new product lines, expanding into education - it’s all incredible. BUT it only works if you are not ‘robbing from Peter to pay Paul’ as they say and I don’t just mean financially - I am also referring to time - how much time is being “stolen” to transfer into the new endeavor?

AND only if the foundation is right. What is that, you ask? The foundation is profit. Not just revenue. Not visibility. Not exposure. Cold, hard, reinvest-able profit.

Before you expand, ask yourself:

1. Is my current business profitable enough to support the next step?

2. Am I investing in growth because it’s strategic, or because I feel pressure to “keep up”?

3. What am I willing to sacrifice for size - and is it worth it?

4. Is there another way I can outsource so I don’t need to hire someone full or part time, but on a contractual basis instead?

Because growing without profit is like being up sh$t creek without a paddle - you can’t just keep paddling and you’ll eventually have to submerge yourself to arrive on dry ground safely, wait for someone to rescue you or...cease existing. I know that’s a little dramatic, but you get the picture.

It’s time we changed the conversation Success should not be measured by how “big” your business looks from the outside. It should be measured by how sustainable it is. How profitable it is. How it supports your life - not consumes it.

So next time you catch yourself comparing your business to someone else’s, pause. Zoom out. Ask the bigger question: is it profitable? Is it peaceful? Is it purposeful? Because a business that gives you choice, margin, and meaning? That’s the kind that lasts.

What are your thoughts? Do you agree that you can’t progress if you don’t have the capital? I’d love to hear your perspective. As always, be kind during your grind and assess your foundations before leaping into that boat.

@foilmefoils @foilme.thedressinggownceo www.foilme.com.au