What breaks first as a brand scales?

Inventory accuracy, usually, followed by order routing and then purchasing. Each breaks for the same reason: a process that one person held in their head gets distributed across more people and more systems without ever being written down. The volume exposes the gap; it did not create it.

The tell is the number of manual reconciliations in a week. Each one is a place where two systems disagree and a person is the integration, and people do not scale with order volume.

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