"Company of One: Why Staying Small Is the Next Big Thing for Business" by Paul Jarvis challenges the conventional wisdom of business growth. The book advocates for a paradigm shift towards operating as a sustainable, solo enterprise, focusing on being better rather than bigger. It explores the benefits of maintaining a small scale, such as the freedom to pursue meaningful work and avoid the complexities of traditional business expansion. Jarvis provides practical advice on setting up a solo venture, managing finances, handling crises, maintaining client relationships, and achieving personal fulfillment through business.