A few years ago, we had a team of six people. We don’t think we’ve ever been more stretched, more stressed, or slower to actually get anything done.
On paper it looked like we’d made it. A real business, a proper team, a Slack channel full of clever people. Underneath it, our profit was thinner than it had been in years, our calendar was wall to wall, and every little thing had to pass through five other people before it could happen.
Today our core team is a fraction of that size, and the business makes more money, and moves faster, than it did when it was “bigger.” A bunch of you have been asking what the team actually looks like now, especially with the AI side of things, so here’s the honest version.
The Idea That’s Quietly Costing People Their Profit
Somewhere along the way, we all absorbed this idea that a bigger team is the marker you’ve really made it. More people, more hires, a team photo. So when things get hard and you’re maxed out, everyone says the same thing: you just need to hire, get it off your plate.
But have you noticed what actually happens in the first few months after bringing someone on? You’re not suddenly free. You’re training, you’re in more meetings, answering “quick questions” that are never quick. The thing you wanted to hand off becomes a thing you have to explain, manage and check.
If hiring made things harder rather than easier, that’s not a sign you’re bad at leading, and it’s not that you picked the wrong person. Hiring is a system. Bolt a person onto a business that doesn’t have its systems sorted yet, and you don’t remove the chaos, you give it a salary.
A bigger team was never proof of a real business. The real flex is a business that makes great money and stays light.
What’s Actually Changed
The team today is deliberately small, built around a couple of core people who check each other’s work rather than a long chain of hires. A few specific roles have quietly moved over to AI, including one that used to mean paying someone every single week for the exact same job.
Some things have gone the opposite direction too. Costs that used to run through two separate specialists now run through one. And there’s at least one part of the business that could easily be automated by now and isn’t, on purpose, because it’s still enjoyed too much to hand over.
We walk through exactly who’s on the team, what’s been handed to AI, what’s been simplified, and the one job that’s staying firmly human no matter what, in this week’s episode.
Click here to listen to the full episode.
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