Our teacher, Tony, […] says that most of the time, without having any choice in the matter, we are dominated by our ego, or, as it is termed in Sanskrit, our ātman.*
(Alain de Botton)

Without generalisations, it’s almost impossible to begin to serve people. And there lies the trap. If we stick with them too long, or insist that they are absolute, or fail to seek out the exceptions that all generalisations have, then we end up excluding or ignoring people who need to be seen. Which betrays all the work we set out to do. We begin with a market or an audience, but we ultimately serve the individual.**
(Seth Godin)

The scalability of servanthood is from generally serving everyone to specifically noticing and serving the one.

This throws up another issue. Serving the one may mean we don’t get noticed by the many.

I just need to check if we’re okay with this?

(*From Alain de Botton’s Religion for Atheists.)
(**From Seth Godin’s blog: Generalisations work (until they don’t).)