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Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy by Becky McCray, Barry J. Moltz

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6. How Big Brands and Small Businesses Are Thinking and Acting Small

It is necessary now for every company to think and act small in business. Small town businesses are the model for achieving big goals while thinking and acting within the limits of small. Many areas of society are moving toward small and driving this change in business.

Brands face a credibility gap between big and small businesses in the minds of consumers. Small town businesses have an advantage in fitting what consumers want now. Big businesses are more comfortable speaking from the balcony, but small town businesses are best working in the crowd. Big businesses can learn some of these methods to better connect with customers.

As big brands work to build online communities, ...

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