The term “too big to fail” is painfully ingrained in our memories since the Great Recession of 2007-2008. When Lehman Brothers and its brethren went belly up, other humongous companies just kept going because, as the pundits proclaimed, they were simply too large to tank. Most understand the economic ramifications of huge failures, even though not all agree.
This begs the question: What can startups, small organizations and even some medium-sized companies do to project an image of being bigger, underscoring the impression of, “We’re good and here for the duration”?
Perception tends to morph into reality. Therein lies what even the smallest of the small can do to create an aura of professionalism and staying power. Some companies, not by choice, cannot change their image by rentingfancy offices because they may not even have enough money to pay the utilities, let alone the rent. But by utilizing the magic of technology from a virtual office and slick, yet dignified, electronic graphics, combined with an abundance of ability and fortitude, any organization has a shot at succeeding. It gets down to knowing how to package an image to help level the playing field with seemingly Herculean competitors.
Ten years ago I learned of an entrepreneur who was a website and Internet megastar. This young man — I mean young, as in 14 years old — had developed a business where he pitched large companies far and wide to create sophisticated websites. Wise beyond his years he recognized he had to play to his assets — his skills — while minimizing his chronological deficit. To do so he created a set of guidelines to perpetuate his business. These included refraining from mentioning his age and trying not to speak with clients, using email because his voice had not yet changed. He also absolutely never went to a client’s office, most likely because his mom would have had to drive him.
This aspiring dot-comer, however, always delivered a top-quality product on budget and on time. Being too “small” to succeed, both in terms of a balance sheet and actual height, never stopped him.
Every company has its strengths and weaknesses. Developing a strategy to overcome what is lacking must be an integral component when creating an effective image.
There are many other low-tech methods any company can employ to strengthen its public perception, including a policy to answer every email, call within 24 hours and train every employee to project a “we need you more than you need us attitude.” Following through on these basic things will beat just about any big competitor every time.
What happened to our young wizard? He went off to Harvard at 16, earned multiple degrees and then headed to Wall Street. No doubt he’ll accomplish other big things in the future, most likely before Mother Nature catches up with him and he decides to start projecting a new, younger image to offset the physical scourges of a seemingly accelerating calendar.
