Good morning, everybody.

Most of you know I’m obsessed with business history.

In fact, one of my side projects is all about the world’s oldest companies—some of them over a thousand years old. (If you're curious, check out @worldsoldestcompanies on Instagram).

So today, I want to tell you about… the Allen wrench.

Yes, really.

It was invented in 1918 by a man named Allen (of course), to solve a real problem: factory workers were getting hurt by traditional screws—Phillips and flatheads—because they protruded and had sharp, exposed edges.

The Allen screw, with its recessed hex shape, solved that. Nothing stuck out. Fewer cuts, fewer snags. A simple, elegant solution. And with it came the Allen wrench—a slim, bent piece of steel that could turn those fasteners with ease.

But here’s where the story gets interesting…

Fast forward 40 years:

IKEA comes along, pioneering flat-pack furniture and DIY assembly. Their mission? Make everything fit in the box—and empower anyone to build it at home.

So what did they choose?

Not the most ergonomic tool.

Not the one with the best torque.

Not the easiest to grip or use.

They chose the Allen wrench…

Because it fit in the box.

Now, if you’ve ever assembled anything from IKEA, you know the Allen wrench is… not ideal.

✅ Cheap to produce

✅ Compact and shippable

❌ Low leverage

❌ Hard on your hands

❌ Easy to strip

But it didn’t matter. It scaled. It became ubiquitous.

Not because it was the best—but because it was convenient.

So here’s the takeaway for your business:

Where are you choosing the thing that “fits in the box”… instead of the thing that’s actually best?

• A tool that’s just “good enough” because it integrates with your stack
• A hire that’s a cultural fit, but not a capability match
• A process that exists because “that’s how we’ve always done it”
• A project you say yes to because it fits your calendar—but not your mission

This isn’t about perfectionism.

It’s about strategic awareness.

Sometimes, fit is the right call.

But sometimes, fit is camouflaged friction—and the cost of compromise doesn’t show up until much later.

So next time you pick a tool, a tactic, or a teammate, ask:

Am I choosing this because it’s the best? Or because it fits?

P.S. Whenever you’re ready... here are 4 ways I can help you optimize and grow your business:

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• If you’d like personalized guidance to take your business to the next level, join the Outliers, my 1:1 coaching program delivered exclusively on Carbon Voice. Tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.