BORIS SHETEYNGART

Boris Sheteyngart looks like another personal-name business entry, which usually points to a small practice, a consultant, or some owner-led service rather than a mass-market company. The good part of that model is clarity: clients know who stands behind the name, and the work is often more direct than in a larger firm. By our assessment, the downside is the familiar one for a name-driven business — it can be hard to scale, and the whole thing depends heavily on one person’s capacity and reputation. In practice these outfits feel lean, personal, and somewhat narrow in scope. Boris Sheteyngart sits in the category of human-sized businesses, and that is enough to make sense of it without pretending it is something bigger.