Reverse Scale: It’s A Practice Not A Place


We leave in three days for rural Tanzania with 14 local high school students in tow. They’re an elite group of students who competed to be part of our Chocolate University high school program. We launched the project in 2009 and have been taking students to Tanzania ever since. Hold that thought.

We write about reverse scale extensively in the book. What is it? It’s a practice of recognizing the value of not scaling. One of our beliefs, coined by Lawren, is that our vocation is not necessarily getting bigger but getting better at staying small. We’re conditioned by our business culture to believe that unless the idea is big and capable of rapid scale then it has little value. Can we take a step back and reconsider this dogma? Could we assess value even if our idea helps only one person or if it only transforms us? True sustainability lies within the answers to these questions. If more of us answered the call to action on the supposedly “small” ideas then imagine the kind of social problems the world could address.

We tend to think “more” and “bigger” will always be better, that somehow they will allow us to finally breathe easier when we arrive. The problem is that it’s often an illusion because we never really arrive at the place that’s just out of reach. Scale demands that every single person in the chain focus on what’s next and on finding someone to do the thing that’s now ‘below’ them in order to move themselves up. Anything less than that and you will lose the race for scale, because someone else is more focused than you.

Reverse scale could also be called human scale. It is in the smallness of one on one relationships that we find meaning because we’re not insulated from the pain and sorrows of these connections. We tend to lose this when we’re so focused on scale and growth.

Could we have scaled Chocolate University nationwide or worldwide by now? Probably. Perhaps I’d be managing (not leading) multiple trips a year with students from around the world to more than one destination. It would be possible to do that right alongside accelerated growth of my chocolate company. That’s scale!  Reverse scale, on the other hand, says, “This is it.” Today, right here, right now. This student, this cocoa farmer, this meal, this village. That’s all I really possess. There’s a lot of power in that. I know I’d lose these important human connections if I were managing, delegating, and looking at spreadsheets instead of practicing this discipline of reverse scale. It is this practice that allows me, at times, to experience my True Self as Thomas Merton calls it.

Back to the high school students I’ll be traveling with on Monday. When we arrive in remote rural Tanzania our students will be embraced by the village farmers as “members of the family” because we’ve been their partners for nearly a decade. We have a packed schedule of “doing” but have left ample time for “being.” In the coming days I will remain a student too as we’re welcomed by farmers who practice radical hospitality.