Sri Kaza, Author of Unconvention: A Small Business Strategy Guide

Positioning

The ability to focus on a set of customers who value what makes you unique

Big companies must appeal to everyone, you have the freedom to focus on your customers. Its ok to put your personal favorite products on the shelves, if customers love your taste. You don't have to offer every type of french pastry when you have fantastic coffee. Success comes from leaning into what makes you special.

Proximity

The deep understanding that comes from direct customer interactions

Big companies spend millions trying to understand their customers through data and research. You gain that understanding from serving your customers every day. This direct connection gives you insights that big businesses can't match and informs your decisions to grow and adapt changing needs.

Purpose

The freedom to build something meaningful beyond just making money

Unlike large corporations driven by financial metrics, you can build your business around your values and vision. Whether it's serving your community, pursuing your passion, or feeding your family, a purpose beyond profit gives you more ways to grow and the freedom to be creative in solving problems.