Bigger isn't always better. When scaling a service business, don't make the mistake of focusing on growth for growth's sake, overlooking the personalization, efficiency and trust that today's consumers are looking for — especially in healthcare, wellness and hospitality.

Quality isn't the only thing that relentless expansion could cost your business: it can also dilute brand identity and erode company culture, ultimately undermining the growth you sought in the first place.

As the CEO of Sollis Health, an immediate care medical membership, my deep background in service-based brands has taught me how to efficiently scale a premium business without sacrificing the customer experience. Act strategically, and you can both avoid these common pitfalls and maintain high-touch service as your business grows.

Related: Here's How Scaling a Business Really Works

Continuing to exceed your customers' expectations as you grow means boosting efficiency — but how do you streamline effectively without damaging your brand in the process? Operational growth should never come at the expense of the customer experience.

With creative problem-solving, it doesn't have to, as I've learned in scaling service-based brands at Starwood Hotels & Resorts, Peloton and now Sollis Health. For example, when Sollis's Upper East Side Flagship center was starting to hit its stride, we opened a second clinic just a few blocks away to ensure that our member experience wasn't compromised by a lack of physicians or waits for care.

A "growth-at-all-costs" mindset would have prioritized opening a new center farther away, which would have expanded our reach but negatively impacted the members served by our Flagship. By

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