I’ve been working with small businesses since I joined notonthehighstreet.com back in 2009, and, in fact, for many years before that. In that time, the era of microbusinesses owned, managed and run by creative people has begun. It’s a pretty inspiring thing, this idea that an industry has been created around inspiring, creative, innovative people. I completely love that.
The internet and online selling is a big part of this new era and all that comes with it. Thank you, internet. Thank you, notonthehighstreet.com, and Etsy, and PayPal, and all the marketplaces and craft markets and everyone who has supported this upsurge of small business success.
But I think we’re entering phase two. I believe it. I hope for it. I work for it every day.
Because small businesses can change the world.
I’ve been thinking about big business, about business empires that become twisted and distorted and managed through fear. I’m thinking about the beauty industry, who make their money by perpetuating the myth that we’re ugly and need to spend money to be acceptable in society.
And the supermarkets who sell us health in January and chocolate in February. And who feed our fear of not having enough and scarcity by claiming they’re the cheapest (not the best, not good value – the cheapest).
And don’t even get me started on the dieting industry. The get-thin-quick, become healthy and happy by investing time, money and energy on something that isn’t proven to work and will do more damage than any of us realise at the time. Sigh.
Small businesses, microbusinesses, solopreneurs, creatives. We have the opportunity to change the way business works.
We can offer – you can offer – value, quality, honesty, integrity with every product, every customer interaction, every business decision you make.
You don’t have to justify why doing something good is financially or commercially viable. You can simply do something good and MAKE IT commercially viable for you. You can choose the good things that matter to you, and find the customers who believe in the same things.
You don’t have to compromise for the sake of, well, anything.
You don’t have to rely on shame (“you’re not good enough / acceptable / beautiful unless you buy this”) or fear (“something bad will happen unless you buy this”) to market your business.
Worried about competing with big business who can make things cheaper (because they don’t pay people enough and buy materials irresponsibly)? Don’t. Don’t compete with people whose values are, essentially, damaging to society, our collective consciousness and our beliefs about ourselves.
Step out of the arena. You don’t have to fight them.
Be aware of them, but consciously avoid them and disengage from the fight. Give people something different.
This might look like demonstrating the value of your products in any way you can. It might mean you don’t discount your products without a good reason to.
Your customers will find you. The right people, who value the design concepts, business practices, experiences that you do, will find you. And you will find them.
As you shift your way of working and your attention away from big business and corporate mentality, you have more space to see how to connect with people. You have more opportunity to have one-on-one conversations with customers, or to tell your story online, or to respect your customers in a way that encourages them to spread the word.
You can experiment with ways to be in the places that your people are, online and offline.
Because when you find them, you want to keep them. When they find you, you want them to stay. Be grateful for every customer who loves what you love. Remind them that you offer something different.
Perhaps this feels like a call to arms to be part of the revolution and, in some ways, it is. My rebellious spirit is still fully in tact!
But when so many things seem wrong, or at least don’t seem right, and when the world seems driven by money and power, taking back some control to do good in the world feels essential.
It’s counter-culture, this idea of small business values changing the way people shop. It has to be, until it’s a bigger part of our wider culture. And I believe we can get there. I believe people want it, even if they don’t know it yet.
They want quality products. They want innovation and creativity. (Think about where trend setters and designers for big corporates have got their ideas for eons: from small-fry designers and innovators.)
Take up the mantle. Tell your customers why you’re different. Show off your unique gifts. And keep doing it. Don’t give into the fear and scarcity.
And if you need a reminder, or someone to send them to when they don’t believe you, I’ve got your back.
