How big should you be?

This document discusses the concept of "rightsizing" or determining the optimal size for key business metrics like revenue, number of customers, innovation initiatives, geographic markets, distribution channels, quality, pricing, promotions, and marketing communications. It argues against the conventional wisdom that "bigger is better", noting that relentlessly pursuing higher volumes can increase costs disproportionately. The document provides 10 questions that every CEO should ask to determine the right size for their business, including how much revenue and how many customers they should have, how much innovation to pursue, which global markets to operate in, and how to optimize their distribution channels, quality, pricing, promotions, and marketing.