One Size Fits None: Time for an Entrepreneurial Revolution

by Miriam Plavin-Masterman, Alejandro Juárez Crawford

Overview

Existing innovation and funding models will not work to fight the effects of climate change – people cannot rely on top-down global initiatives to save us. One Size Fits None provides both an analysis and a path forward, advocating for collaborative, bottom-up solutions as indispensable for navigating today’s “comorbid” crises effectively. It argues that only by breaking open obstacles to broad-based entrepreneurship, both within and outside of existing organizations, can we break free from fossil fuel dependency and mitigate the spread of grievance culture and deepening global inequality.

The book’s aim is to spur discussions and conversations among leaders of governments, businesses, NGOs, and universities about the systemic connections in a set of separate crises we’re all facing. By introducing case studies and real-world alternatives, the authors aim to generate practical experiments that depart from top-down approaches that have been failing to address these crises.

One Size Fits None is for everyone asking what’s keeping our institutions from addressing the demand for opportunities to innovate our ways out of the present debacle—and what can be done about it.

Product Details

ISBN-13:	9781836086635
Publisher:	Emerald Publishing Limited
Publication date:	10/06/2025
Pages:	184
Product dimensions:	5.98(w) x 9.02(h) x 0.39(d)

About the Author

Alejandro Juárez Crawford serves as co-founder and CEO of RebelBase, professor of entrepreneurship at Bard College’s #1 MBA in sustainability, and global faculty chair of OSUN’s Certificate in Sustainability and Social Enterprise.

Miriam Plavin-Masterman is Professor of Business Administration at Worcester State University, where she teaches Management courses, focusing on organizational culture and innovation.

Table of Contents

Please Listen Carefully, Our Options Have Recently Changed
Part I. The Real Cost of The Hockey Stick
Chapter 1. No Recourse
Chapter 2. Business Class Ticket Holders May Now Begin Boarding
Chapter 3. A Number of Our Teams Made Changes to Be More Efficient and Work Better
Chapter 4. The Blank Page Problem
Chapter 5. There’s No Such Thing as a Free Flywheel or Hockey Stick
Part II. A Feature, Not a Bug
Chapter 6. Those Other Countries are Closer than They Appear
Chapter 7. Who Markets Now Serve
Chapter 8. All the Running You Can Do, to Keep in the Same Place
Chapter 9. Genius!
Chapter 10. Break the Stranglehold on Innovation
Part III. From the Direction You Least Expect
Chapter 11. Equip People Close to Problems to Build Solutions
Chapter 12. Everything is Upside Down
Chapter 13. The Kitty Hawk Principle
Chapter 14. Launch a Bottom-Up Revolution

Editorial Reviews

One Size Fits None is a must-read for anyone grappling with the systemic breakdowns that seem to define our era—whether it’s crumbling infrastructure, institutions, deepening climate crises, or increasing alienation in customer service. Instead of searching for a single, scalable fix (Go Big or Go Home), the authors challenge us to rethink problem-solving itself: How might we empower a generation hungry to make a change, the way Apple and Microsoft once empowered hundreds of millions through personal computing? What if we empowered local innovators to develop solutions tailored to their communities while learning from each other in real-time? The real challenge, the book argues, is redefining who we believe has the power to innovate. Backed by original research, this book makes a compelling case that such a shift is not only possible but necessary within the decade. A revolution isn't sparked by one person alone, but by countless people experimenting, sharing, and building change together.

Sebastian Groh

We’ve all been victimized by the ‘doom loop,’ where no well-informed human can ever answer our urgent questions about our bills, our 103 degree fever, our blue-screen computer, the climate crisis, you name it. One Size Fits None explains how we got here, how much damage these loops are causing, and–most importantly–how we can escape them. The simple solution, the authors argue, is to scale down our businesses and unleash millions of small-scale enterprises capable of delivering personalized and localized goods and services. They persuasively show that we have the right tools–of design, ingenuity,

and capital–to create these kinds of solutions, if we’re smart enough to use them. And there’s no better book to explain what these tools should be, and no better time to deploy them than now.

Michael Shuman

One Size Fits None holds the blueprint for an innovation revolution. Crawford and Plavin-Masterman argue convincingly that the biggest challenges we face today — from climate change to disruption from technological change, to unresponsive corporations, governments, and institutions — require a completely different approach to finding solutions. The key to a better future comes from broadening who gets to innovate through developing experimentation as a mindset. Following the authors' journey over years of practical application of their methods shows that, not only will the solutions not come from the traditional halls of elite entrepreneurs, venture capitalists, and private equity bankers, but the solutions will be far superior when developed at the local level by those who are most familiar with the problems at hand and arrive, through experimentation, at outcomes that would benefit them directly.

– Michael Horvath, economist and cofounder, Strava

One Size Fits None strips away the hype of AI, algorithms, and Big Tech invincibility, and confirms their real effects on our lives – then shows us a better way. Yes, technology can seem able to do anything for us, not only help us buy or stream anything we want with one click, but also serve all our lifestyle desires. While tech visionaries rhapsodize about it as companion, babysitter, teacher, and co-author, we’ve all become part of a “cattle class” struggling to get the help we need because it isn’t one of the menu options. One Size Fits None reminds us that the better way is human ingenuity; data shows that real people can develop real solutions that actually work – for us. This brilliant book will make you feel seen, and inspire you to take back the initiative and seek solutions among the wildly diverse, messy miracles of humanity itself.

– Barclay Palmer, executive editor, Climate and Capital Media

From the Publisher