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As big retailers absorb more once-niche offerings, small businesses can’t win by trying to be everything to everyone, but they can thrive by specializing deeply, building community and showing real human personality. A Fast Company article argues that the counterintuitive path forward is to go narrower, not broader, by embracing expertise, cultivating a loyal tribe and leaning into authenticity that large competitors can’t replicate. Build a community around what you do best — loyalty, not sheer volume, is what keeps small businesses resilient.
By Rebecca Meiser
Contributor, Commerce + Communities Today and Small Business Center
ICSC champions small and emerging businesses in getting from business plan to brick-and-mortar.
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