Small Batch: Creating Your Craft Life
We live in a world of mass production, and mass consumerism. The “most successful” businesses are those that succeed in scaling. To do so, you must figure out how to consistently deliver a product or service to more and more people.
That was the genius behind McDonald’s, and so many fast-food restaurants and other scaled businesses since then. It is one thing to make a delicious hamburger for your family. It is another to do so in a restaurant consistently for strangers. And it is a different world entirely to do so across thousands of restaurants across the world day-in-day-out and year-in-year-out. Few get this right. This is where many businesses break.
As the businesses seek scale, since that also scales their revenues and profits, we as consumers end up living and consuming a more and more mass-produced life. We receive the same product or service as our neighbors Alice and Alex, as well as the same that Angelo and Anika receive a continent away. From the beds and sheets we sleep on, to the shoes and clothes we wear, to the food we consume in our home or in a restaurant, our consumption, and thus most of our lives, are lived tapping into this mass-production.
The thing with mass production, though, is that to work, to deliver that consistency, it often must distill everything down to the lowest common denominator. It doesn’t allow for quirks in taste and preference. You, Alex, Alice, Anika, and Angelo all get the same thing, even if you might want something just a little bit different.
And this is where small batch and craft production is taking off. From beer and whiskey to ice cream and clothing, to limited edition vacation rentals, the beauty of small is that by definition it doesn’t seek to get big. It knows it doesn’t appeal to everyone, nor does it try to. It is what it is, and it finds those for whom it is the perfect fit, or at least the more ideal fit than its mass-produced brethren.
And so, if small batch and craft is ironically generating mass followings, is it now time to look with new eyes at the life we live? How much of our day-to-day is just left to the “default settings” in which we find ourselves? Where have we outsourced the thinking and the work to others, others who are seeking scale, and so solve for the lowest common denominator rather than solving for what the right answer for us is? What areas of our life are worth the time and attention to curate and craft bespoke to an N of 1, i.e., built entirely around and for us and us alone?
Rarely do we stop to ask these questions. Even more rarely do we act upon them to do the hard work necessary to craft that life we would design if we were in the driver’s seat. And shouldn’t we be the drivers? Do we want to live a life of mass transit, with our only options being the generic stops everyone else has, or do we want to dictate our own path and journey? And where are we ultimately trying to get to?
If we don’t know where we want to go, it is unlikely we will get there. If we don’t choose how we proceed in getting there, it is unlikely anyone else will craft the path that is the right one for us.
All of this is time consuming, and by definition not scalable. But if there is an area worthy of craft creation and consumption, shouldn’t it be this single life we have to live?
Here’s to crafting and living a small batch life!








