Juha-Matti Santala
Community Builder. Dreamer. Adventurer.

A fish in a pond

I’ve heard the saying about being a big fish in a small pond or a small fish in a big pond more times than I can count.

Especially in business, it’s often framed in a way that it’s better to be a small player in a large (global) market than a market leader in a small local market.

I mean, there’s some truth in it for sure.

But everytime I hear it, I just think

I don’t care if I’m the big or the small fish — I care that the other fish in the same pond are damn nice fish.


If something above resonated with you, let's start a discussion about it! Email me at juhamattisantala at gmail dot com and share your thoughts. In 2025, I want to have more deeper discussions with people from around the world and I'd love if you'd be part of that.