Do you remember the 90s? We were gently easing into life post the 1987 stock market crash and putting behind us the “Wall Street” (the movie, not the place) excesses of the 80s: The long lunches, the expense account, the shoulder pads.

Just as is happening in 2009, as business was disrupted by the economy and corporations cut budgets and re-structured, people found themselves falling into their own businesses without a safety net.

Like thousands of small businesses before and since, it was a close call as to whether they would make it – whether they had launched a business or bought themselves a job. 

But unlike now there was an extra pressure for the newbie starting out in their own business:  A prejudice against the credibility and validity of small business.  Small business was a bit….well…small.

Back then it was business suicide to admit to your clients that you were a soloist or micro business; it was vital to look – and behave - like a ‘big’ business to be able to get business.

In the B2B arena, in particular, small was very rare indeed.  Small businesses were farms and milk bars and maybe the local mechanic.

Big business had buying power, so they could attack on price.
Big business had huge distribution networks, so they were convenient.
Big business had big budgets so they could afford big marketing campaigns to tell you how big they were.
Big business could get hold of the coolest, latest, hippest stuff from overseas.

But big business was also arrogant – towards staff and customers alike.  Big business was inflexible – regardless of customer needs there were systems and processes that had to be obeyed; and trying to advance any part of its culture was like trying to turn a container ferry. Big business refused to budge.

During the 90s the worm slowly started to turn. People were losing jobs and getting the opportunity to question whether or not they really wanted to find another one like it anyway.

The big salaries of the big CEO’s seemed just a tad too obscene in comparison to the job being done.

We found out that the cost of big business was not necessarily sustainable from the point of view of the environment; that globilisation wasn’t that employee friendly (or fair).

And more and more ‘escapees from cubicle nation’ with help from advancements in accessible technology started to change the culture and the perception of the broader business community. Slowly – and quite rightly – small business has stood up, been counted and not found wanting.

Occasionally I come across a small business who thinks that it’s still the 90s:  The small business owner who apologises that “We’re just a small business”.   

From the coal face of a 2 person micro business I know that it is no ‘small’ thing to be just a small business – I know the determination, skills, experience, and a deep well of knowledge and persistence that a small business has to have on tap to be successful and respected.

There are those small businesses who still think they need to look and feel and act just like a big one to impress and lure clients.   The soloist who always refers to “our” service and what “we” can do for you; the micro business that infers that there is a staff of 10 back in the office.  And my favorite – the street address that tells you the Suite or Floor number that the business is based (when the businesses is actually run from the rumpus room downstairs).

Trying to act like a big business?  Isn’t that the ultimate apology that a small business can make?

The smallness of small business is what makes it great for B2B customers; the stuff that should be celebrated and promoted and highlighted:

*           The owner is accessible to their clients
*           You can get and give direct feedback
*           You know (as the customer) that you are important to the business
*           They have time to focus on what you need
*           They are flexible
*           They are independent
*           They are fast
*           and they don’t have a call centre in India!

”Aspiring to a small business that does what it does very well is a noble pursuit*”

and there is nothing small about that.

There are micro businesses, home based businesses, small businesses, run by good

people, who knew what they are doing, are doing it professionally and passionately, and

have the technology to be as accessible, accountable and cost efficient (in fact more

so) than big business.

Don’t apologise.  Be Small and Be Proud!

(*Narenda Rocherolle, Cashing In or Selling Out, 2006)