The interdependence of small business owners and their communities has never been more obvious and necessary than now. What the President tried to speak to last night is tough for any politician to accomplish within an election cycle. It is up to us.
“Unfortunately too many of our citizens have lost faith in our biggest institutions,” said President Obama. Well, the inability to rely on big insitutions births an opportunity for entrepreneurs in a world where customers and employees are seeking relationships with meaning and value (for each stakeholder). “Trust” is one of the words of the year. The President stated in his speech, “We face more than a deficit of dollars, we face a deficit of trust.” Who do you trust?
- The Doctor who spends 4 mintues with you or the receptionist who sat with you in the waiting room?
- The CEO of the large company you’ve invested in or the woman who attends your BNI meetings?
- Your “financial advisor” or your babysitter (whom you’ve known since birth)?
If you are in the fortunate position of creating something of value for the marketplace than you are providing more to your community than products or services. What you actually provide is a person to trust and a leader to follow (and real leaders are hard to come by). How can you maximize this opportunity to contribute to society in a way that stretches beyond your products and services?
- Be visible. Visibility is more than just buying ads in newspapers and cable tv. It is being there when your community needs your service. I met an IT entrepreneur this week who is donating his services to his community in Arlington, VA so they could put on a fitness expo. He is helping to make that wellness event happen and he will be rewarded for the leadership he provides. Cost to the taxpayer? $0. Value? Health and wellness. Value to the entrepreneur? Hours of free publicity.
- Be relevant. If your business is T-shirts in the Winter, you’re probably a little slow. Just like “..it’s 5′o clock somewhere,” it’s also 75 degrees somewhere. Partner with a West Coast or Southern state by offering your products to their communities. Maybe there’s a sweater guy there who could serve your customers in January around here. You’ll both expand your businesses and consistently be serving your community.
- Expand -now. Most small business folks wait until there’s an extra $50,000 before they start hiring. Like tomorrow, that “extra $50K” never comes. Great leaders take calculated risks; especially on good people. In the metropolitan DC area alone there are thousands of talented, underemployed workers who would be happy to offer their service at a reduced rate initially to prove their value. Find them, train them and help one more family to succeed.
The smallest businesses have the potential to do what our government can only hope to “provide the environment” for: job creation. You, my fellow entrepreneur are the saviors your underemployed neighbors are hoping for. Your ambition, your ideas and your willingness to champion the ideals of personal courage and innovation are the hope of the world -no matter what your product or service. As your businesses grow, you create the opportunity to lead in other areas of the community. Are you ready for this next level of responsibility? Are you ready to manifest that trust?
Jason Howell is the author of AMERICA: Still the Land of Opportunity, Always a Home for the Brave.\” For more insights on success in business and in life, pick up your copy today.
