In Praise of Goats

Venture capital has a favorite animal, the unicorn.

A 'unicorn' is a mythical company designed to grow so fast and so large that hits a billion dollar valuation inside of a few years. The VC business model is to raise funds from even larger investors and promise a 10-20x return over 10 years, so the whole process requires world changing wins. Unicorns.

In the Pacific Northwest a while ago, a different metaphor emerged in our little startup community. The idea of the “zebra” company took hold as a counterpoint to unicorns. Zebras emphasized ethical behavior, sustainability, cooperation, and inclusion. They challenged the assumption that venture scale should belong only to founders who already had wealth, access, or the right pedigree. (Ahem... Rich white men.)

That idea matters and the name is good. Expanding who gets to build large companies is important. Zebra companies, however, are still unicorns at their core. They pursue venture scale outcomes, just built by people who look different and come from different backgrounds.

This post is about something else.

There is another class of business that rarely gets celebrated, even though it makes up the majority of the economy. These are profitable, durable, human sized companies that solve real problems and tend to their communities. For years they were dismissed with the phrase “lifestyle company.”

That label feels dismissive to me, and if we're using animal metaphors - I'd instead offer the mighty goat.

The goat has a lot to teach entrepreneurs.

Goats are productive in a straightforward way. They produce milk for years and eventually meat. No genius required. No moonshot needed. Just steady care and attention. Monetization is never a mystery.

Revenue is not the only measure of value for a goat on a farm. Baby goats mostly eat and make people smile. Growth can be the only focus for a few seasons. Over time, however, a goat produces more than it consumes. A sustainable business must do the same.

Goats are accessible. They do not require massive upfront investment. In many parts of the world, buying a goat represents the first step toward stability and independence. VC startups burn millions before they create value. Both paths exist, but unicorns are not goats.

Goats work well in herds. They are not winner take all. As long as there is enough to eat, many goats can coexist. Some markets demand consolidation, others thrive on abundance. Restaurants, entertainment, creative work, professional services. Variety strengthens the ecosystem.

Goat businesses often generate meaningful income without chasing domination. They support dozens, hundreds or sometimes even thousands of employees and their families. Some are profitable without demanding forty hours a week from everyone. That outcome reflects intention, not a lack of ambition.

Goats are rarely single purpose. They clear land. Fertilize fields. Entertain kids. Produce milk. Of course focus matters, and knowing when to say no is a critical skill. That said, curiosity matters too. Great things happen when we play. Strong entrepreneurs notice opportunities they did not plan for. Goats are always scanning for their next meal.

Goats are tough, inventive, and resilient. They climb where others will not. They eat what others ignore. They survive by adapting rather than dominating.

They are not newsworthy. They are not mythical or majestic. They are practical, stubborn, and quietly effective. They do not promise to change the world. They improve the corner of it they inhabit.

For decades, American business culture has fetishized scale above all else. Headlines, awards, and capital covet growth at any cost. Our thought leaders tell us to "fail harder." Sustainability, longevity, and positive impact are treated as secondary or even expensive distractions.

That framing is backwards.

A profitable company that sustains people, serves customers well, and improves its community over decades should be celebrated as loudly as any overnight billion dollar valuation. These companies form the backbone of the economy. They create trust, stability, and opportunity that compounds quietly over time.

Reframing “lifestyle companies” as successes worth building, advising, and sometimes investing in is not nostalgia. These goats don't just exhibit all the strengths of their namesake animal, they also deserve the respect of the other meaning of 'g.o.a.t.': Greatest of All Time.