Choosing Excellence Over Guilt
"I'll never go back!"
"They must not be very good."
"It feels like they are trying to guilt me."
"I'm done."
"They won't see me again."
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Those remarks, amongst many others, are sharp and uncompromising comments I've received from friends, blog readers, and podcast listeners. What in the world could generate so much negative feedback!?!? One simple phrase: "Support small business."
It's well documented how much I dislike the "support local" and "support small" movements (such as HERE, HERE, HERE, HERE, HERE, HERE, and HERE). I believe small businesses do a drastic disservice to themselves when they talk about supporting local or supporting small.
Before I proceed, I must give you my obligatory caveat: I LOVE small businesses, I own multiple small businesses, I coach small businesses, and I believe small businesses are the backbone of our society. I deeply love everything about small business.
On the flip side, I think the entire notion of "supporting small businesses" reeks of pity and guilt. I guess I'm not alone, as indicated by the sheer number of texts, DMs, and phone calls I receive about this subject whenever I discuss it publicly. All that being said, I totally understand if this opinion is disorienting to you (especially to fellow small business owners!). We use these phrases so much in our culture that it almost seems benign and universally accepted as a positive thing.
Despite being well-intentioned, here is what you're really communicating to people when you use these phrases:
You're telling people what to do, or more specifically, what businesses NOT to frequent. Many people don't take kindly to this.
It comes across as entitled, as if you deserve to have people patronize your business just because you're small and/or local. That right isn't deserved; it must be earned.
It feels like you're guilting people, especially friends and family, into giving you business.
It feels like an overcompensation for not having good products, good service, and/or good prices.
It makes people believe you aren't good enough to survive without "support." That's akin to a non-profit asking for donations.
It communicates that your livelihood is more important (and more qualified to thrive) than people who work for non-small or non-local businesses.
What's the alternative? Be excellent. Serve people well. Meet their needs. Make them feel a different way. Provide them something no other business can offer. Earn the right to serve them again. Better yet, earn the right for them to tell other people about you. Instead of hoping people support you, add so much value to their lives that they can't imagine you not being in it. That's what small business is all about!
I love you, small business owners! You're my people. You've chosen a challenging, crazy, white-knuckling, uncertain path. Now, it's time to cook. It's your time to shine. Lead with excellence. You deserve it, as do all the people you have the privilege of serving.
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