Play Nice: The Hidden Challenges of Scaling & Growth
In the pursuit of growth, leaders and individuals are naturally drawn to the allure of expansion and the potential for greater impact. However, in the race to scale, there’s an often-overlooked question: how do we preserve the essence of what made us exceptional, unique, and valuable in the first place?
After reading Jason Schreier’s excellent Play Nice: The Rise, Fall, and Future of Blizzard Entertainment?last week, it became clear that Blizzard’s story offers a compelling perspective on the links between scaling, value, and culture.
Blizzard began as a team of passionate gamers, driven by one simple mission: to create games they themselves wanted to play. They built Blizzard into a creative powerhouse, developing legendary titles like World of Warcraft?and Diablo, captivating millions worldwide. BlizzCon, their annual fan convention, became more than just an event—it was a cultural phenomenon, a pilgrimage for fans who saw Blizzard not only as a company but as a community. And who can forget Leeroy Jenkins? Yet, as Blizzard scaled, so did the tension between maintaining their core identity and meeting the demands of an ever-expanding business. Their journey, marked by ground-breaking successes and well-documented struggles, serves as a potent lesson for any company on the path of growth: scaling should build on your foundation, not chip away at it.
If you're looking for a fascinating read, I highly recommend Jason’s account of Blizzard’s incredible story (which you can read in full here). It wouldn’t surprise me if this tale of triumphs and tribulations finds its way to our screens one day soon. In the meantime, let’s explore some key principles for preserving the heart of your company as you scale. We’ll also consider the most valuable lessons you can learn now, before embarking on this incredible journey.
Picture this:
Your company has doubled in size in just a few short months. Revenues are up, and there’s an unmistakable buzz in the air. Yet under the surface, something feels off. Teams that once moved in sync now seem out of step. New hires bring talent but don’t fully grasp the company’s purpose. And those long-standing values? They’re beginning to blur. Sound familiar?
Scaling is one of the greatest tests of leadership. It challenges a person's integrity, clarity, and behaviour. Growth can catapult you forward, but it can also erode the very foundations that led you to success. In a small team, the founding brand values are easily communicated and absorbed, like an unspoken rhythm guiding everyone. But as you expand, that rhythm can falter. It becomes harder to follow, shifting suddenly or with surprising subtlety. With every new hire, M&A, and expansion effort, the original DNA that once defined the company is at risk of dilution. Rapid scaling also introduces new leaders, new priorities, and sometimes, conflicting values and behaviours.?
In phases of rapid growth, leaders often cling to familiar processes, tried-and-true methods, and financial benchmarks, as if these alone can guarantee success. Culture and creativity, meanwhile, are often relegated to the background. But culture is, in reality, an active force—a living undercurrent that shapes and determines long-term success. It’s more than just a list of values on a wall; it’s the intent and actions behind those values, and how they’re embodied every day. I've always admired Anna Wintour in this regard, a cultural force in creativity and leadership, who noted, "Part of the pleasure of editing Vogue , one that lies in a long tradition of this magazine, is being able to feature those who define the culture at any given moment, who stir things up, whose presence?in the world shapes the way it looks and influences the way we see it."
Culture, from this perspective, is a dynamic force, constantly evolving through the curiosity and creativity of its members and a desire to innovate. From David Bowe to Shigeru Miyamoto, the father of modern video games himself, culture is the bedrock of progress. Yet, when culture is side-lined, it creates a fault line—a misalignment that eats away at engagement, morale, commitment, behaviours and erodes trust. And trust, once eroded, is difficult to rebuild. We all know the well attributed Drucker line that 'Culture eats strategy for breakfast.' It's the glue that holds organisations, teams, and even societies together. Ignore this, and you risk weakening the very foundation that makes success and progress possible.
How It Works
As companies grow, particularly at high speed, employees—especially those freshly on board—may find themselves adrift, disconnected from the very values that once defined the organisation. This sense of detachment can sow doubt, frustration, and ultimately lead to attrition as people begin to question whether the company they joined is still the company they believe in. Leaders, too, feel the impact, often wrestling with how to balance the demands of growth while staying faithful to the company’s original mission. Growth, by its nature, has a curious ability to obscure the very principles that once lit the way forward, pushing those founding ideals into the background.
The challenge we face is more than operational; it's philosophical. The task is to bridge the gap created by growth, restoring the clarity of purpose that unites the organisation. How can this be achieved? It requires intentional, visible action: leaders must embody the core values as more than just statements—they must live and breathe them. This alignment cannot be incidental; it has to be woven through the organisation, both in structure, behaviour and vision. Consistently modelling these values, behaviours, and mindsets from the top down creates a ripple effect that resonates with every team member and galvanises momentum, whether they joined last week or were there on day one.
How to Apply it
Truth is, scaling is one of the truest tests of a company’s integrity and alignment. Growth can amplify your impact, but only if you stay rooted in what made your company remarkable from the start. Invite curiosity and know that leaders who make cultural integrity their compass during growth build organisations that inspire loyalty, resilience, and unity. Embrace the challenge of preserving culture, and you’ll scale not only your business but also strengthen its foundation for lasting success. Blizzard’s story reminds us: culture isn’t an afterthought of success—it’s the driving force behind it.
Until next time—stay present, stay inspired, and remember, the right path isn’t always the easiest one.
Pete
If you found this valuable, please like, connect, and share. Also, if you have questions or thoughts on this topic, I’d love to hear from you as I refine these reflections to bring you the best insights possible. Next on the podcast, we’re repurposing a favourite episode with the remarkable Andy Billings, and next week, I’ll be talking with the visionary Peter Levin?about his career and his views on the future of gaming. Keep an eye out for those!
And finally...
For the Weekend:
Enjoy!
P.S.?I’m actively seeking people to help with the podcast—everything from creating shorts to managing social media. If you're interested or have any recommendations from your network, it would be greatly appreciated.