Always scale vertically, not horizontally. It’s easier for engineers to scale horizontally (e.g., adding all the nips to your client) because they can simply reuse infrastructure across different sectors. It's all very natural and comfortable. However, this means that the value grows linearly and fails to compound (different sectors don't work together). Scaling vertically (e.g., owning the best content production to consumption pipeline for one event kind) allows you to compound the gains your products offer for a single task, annihilating any competition that comes your way.