Moltz & McCrae – thinking small

Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy Barry J. Moltz and Becky McCray Report on their presentation at Book Expo America 2012 by Shel Horowitz, Editor, Down to Business. Barry is a city person, while Becky is from small-town America. Seven rules Plan for zero—question the assumption that current trends (especially positive ones) will continue. Too often, we treat our customers as never being exhausted. This didn’t didn’t work for soil, and it doesn’t work for business). If you can name the next great trend, you’ve already missed it. You’ve got to be able to survive five years of ups and downs. Spend brain power before dollars Too much money actually makes you stupid. You think and act more carefully when you have finite resources. Multiply your lines of income (but start one thing at a time) Work anywhere (telephone-enabled), anywhen (Internet)—and remember that employees and customers can also be anywhere, anywhen. Hopunion can ship hops anywhere; this makes craft beers viable. You can outsource to 2nd and 3rd tier communities in the US, and save 20%, Learn customer-driven communication. Reputation matters! And it’s forever. We believe more what customers say than what corporations say. Used to be small business tried to look big. Now big business tries to look small. Be Proud of Being Small Local pride: local food movement...

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