Differentiate yourself from bigger companies by being personal and friendly
From Getting Real – 37 Signals
A lot of small companies make the mistake of trying to act big. It’s as if they perceive their size as a weakness that needs to be covered up. Too bad. Being small can actually be a huge advantage, especially when it comes to communication.
Small companies enjoy fewer formalities, less bureaucracy, and more freedom. Smaller companies are closer to the customer by default. That means they can communicate in a more direct and personal way with customers. If you’re small, you can use familiar language instead of jargon. Your site and your product can have a human voice instead of sounding like a corporate drone. Being small means you can talk with your customers, not down to them.
The WDDinc perspective: Bo Burlingham’s classic book, Small Giants, has been required reading for the staff at WDDinc. It speaks about a culture that takes pride in being small, but with the ability to do great work and treat customers like close associates and friends.
Glad to hear Small Giants has been helpful to you, Alan. Do you know about the new Small Giants Community that’s being formed? If you’re interested, you can check it out at http://www.smallgiants.org.
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