There are some companies ready to scale. When a company is ready to scale, there is a confidence, not an arrogance, in knowing that one needs to scale. The goals and metrics are more ambitious, not because of vision but because of pragmatism. The team needs the emotional fortitude and skillset to able to move to the next level. The brand needs to be updated to reflect a new future while reflecting the history. Investors need to be changed to reflect those that can help the company move to the next stage.

There are some companies not quite ready to scale. When that is the case, it's best for a company to continue to grow and find paths where it can scale. Sometimes, it takes a bit shorter time to find the right moment to scale, or sometimes it takes a bit longer.

The job of the CEO is to monitor the time, and find the right moment, to scale.