Last week, I traveled from Colorado to Missouri along I-70. While passing a number of well-run city manager’s cities along my route, and in between watching the weather radar through the majority of Kansas, I noticed an interesting billboard.
The sign advertised a store named Yarns, and the message read, “2nd Friendliest Yarn Store in the Universe.”
Maybe the advertising is genius; after all, I am still pondering it a week later. But, I was struck by two words. First of all, comparing your business to the entire universe is lofty. But, second and most importantly, I was surprised with satisfaction and boastfulness of being second – and not just second best, the second friendliest.
Perhaps it was the proximity to my graduate alma mater, but the billboard made me think of the book, Small Giants, where Bo Burlingham explores notable companies that have chosen to remain small. Mr. Burlingham states, “It’s an axiom of business that great companies grow their revenues and profits year after year. Yet quietly, under the radar, a small number of companies have rejected the pressure of endless growth to focus on more satisfying business goals. Goals like being great at what they do…creating a great place to work…providing great customer service…making great contributions to their communities…and finding great ways to lead their lives.”
In the book, Mr. Burlingham analyzes the leadership characteristics, rationale, and turning points behind each of the fourteen “small giant” companies that he studied. Generally speaking, the leaders of each company had a choice – time and time again – and chose to stay small and create a really good product and organization that focused on the values of the company.
Your community may not be an All-American City, the largest in the metro, the highest property value, or whatever value you may place on being the biggest; however, you have a choice – time and time again – as the leader of the community to focus on the quality of your organization and your community. You have the ability to build something really great, no matter of size or prestige of your community. You can do good each day and impact the lives of your employees and your citizens.
Being a small giant allows you to define success and work to obtain it – perhaps, even by being the second friendliest yarn store in the universe.
Executive Search Manager