The story of Big and Small

This a story of two companies, one big, one small. The Big One is a national company, with a head office in London, run by cold-hearted bean-counters*. The Small One is a local company, based in the provincial city of Exeter, and run by people who care about local people and local business. (*I don't know if this is true, but it adds a sense of drama).

It's set in the turbulent summer months of 2010, as Great Britain comes to terms with its coalition government and the prospect of savage* spending cuts. (*More drama). As companies wrestle with the impact of the recession it is a time of change and upheavel, and it's no different for central characters in this story; The Big One and The Small One.

They are rivals in a niche market, but rivals on a very different scale. The Big One is based in London with offices spread across the country, and enjoys a high profile in its market, attracting big name customers. The Small One has just one office, in Exeter, and provides their service to local customers.

But times are changing. The Big One is going through a transition. Cuts are being made. Costs are being reduced. Services are being rationalised. Local offices are being trimmed, with more services delivered from London.

And now The Small One sees an opportunity. Local customers want a local supplier. Not a company based 200 miles away. Being The Small One is a benefit. They are more nimble, more flexible, more responsive. More local. They can deliver something that The Big One can't. Their positioning as a local company (the message they have always communicated) strengthens their brand, and the values and culture it represents.

Now this story isn't over - it's only just beginning - so we don't know how it ends. But we can still learn valuable lessons from The story of Big and Small:

1/ Being The Small One in your market is not (necessarily) a disadvantage. Understand your position in your marketplace. What's your USP (Unique Selling Point)? Why should customers buy from you? What's the benefit of the product or service you sell? How does that make you different? Use your brand to communicate these messages to your audience.

2/ There are always opportunities, whatever the state of the economy. There will always be winners and losers. You can choose (to a certain extent) which you want to be. Some people are so busy looking at the obstacles, they forget to look for the opportunities.


If you would like to apply these lessons to your business, you might be interested in our autumn workshop series. You can find out more here.

(The names have been changed, but this is a true story, told to me - by The Small One - at a networking meeting recently).