In the digital age and in a business world that revolves around scalability and efficiency, it sounds contradictory to say: "Do things that are not scalable". However, when starting a business, you should take actions that are not necessarily scalable. The reason? These ensure customer satisfaction and help build your customer base. This wisdom is central to an essay by Paul Graham, a respected entrepreneur and investor.

Let's look at a few successful examples of this non-scalable approach. AirBnB is known for the fact that in the early days, its team went to every single real estate listing in New York and offered professional photos of the apartments and rooms listed. Another example is Wufoo, which sent handwritten thank you cards to all its customers in the early years.

As a start-up founder, you could take a similar approach. For example, send each new customer a personal email to give them more information and to check if they have any questions about your offer or service. This personal communication will pleasantly surprise many of your customers and help to reinforce your company's image of reliability and honesty.

The value of non-scalable promotions lies in the personal connection they create. A handwritten thank you letter, an individual e-mail or a personal visit leave a profound, positive impression on your customers. They strengthen the feeling of connection and loyalty to your company.

It can be said that taking non-scalable measures can be invaluable when starting a business. They may require more time and effort, but they ultimately lead to stronger customer relationships, greater customer satisfaction and ultimately sustainable business growth. Today's satisfied customers could be tomorrow's ambassadors for your business.