Cross-posted from NZBusiness magazine.

So, there’s nothing worse than someone who thinks they have all the answers. Add to that the fact that, as you’re reading this you’ve probably seen about twenty-five thousand articles all suggesting exactly what your small business needs to do to leverage the opportunity/survive the chasm/seize the day/grasp the chance etc and I’m pretty sure the last thing you want to hear is the reckons of some random guy from Canterbury.

Well, sorry, I was invited to opine so opine I will… Hopefully, however, I’ll be a bit of fresh air to those of you who have been doing it hard and have grown frustrated at all the platitudes.

First a little bit of context. I’m the majority shareholder of Cactus Outdoor and Albion Clothing, a paid of decades-old businesses that are now, jointly, the biggest apparel manufacturer left in the country. I’ve been doing this for nearing three decades now and have also been involved in a host of other businesses so, maybe, I’ve got a bit of experience to share. Though not experience that will necessarily be directly applicable to your business as we’ll see in a bit.

Anyway, my point to get across is that I am, possibly like you, frustrated at the plethora of websites that have been set up, the gurus who have been opining on LinkedIn and YouTube, and the overnight experts who have been shoving advice down your throat at every opportunity.

It’s like they think that the reality for a one-man-band plumber from Otahuhu is the same as for a graphic design agency in Wellington and that both of them should do exactly what a coffee roaster in Christchurch should do.

Well, sorry, but it doesn’t work that way. And neither is now time for all of those super-slick consultants with titles like “brand manager,” “growth hacker,” or “culture consultant” to be pitching their wares to you, the business owners who are run off your feet trying to work out how you’re going to pay staff, how many of your customers will be able to afford to pay you, and whether your customer base is going to evaporate overnight.

Because that’s the reality of small business and especially small business in New Zealand. We’re all niche players and we’re all different – there’s no playbook that applies to all of us and anyone who suggests that there is should be shown the door with all the other snake oil merchants.

But the great thing about small business in New Zealand (and, for clarity, I’m referring to real small businesses, both the aforementioned consultants or those Instagram lifestyle coaches) is that they’re real. They have that Kiwi spirit of getting in, doing what is needed, being handy with a bit of Number Eight fencing wire and just surviving.

For years you’ve heard that as a small business you’re not important – those high-growth technology companies are where it’s at for our economy. I’d like to suggest that now is your time to shine. Quite simply, when a nation is struggling to survive an economic meltdown, when food, shelter and clothing is its citizens’ number one priority, all of that cool wordy stuff that doesn’t actually achieve anything is shown for what it is – an emperor prancing around naked. So here’s to all you small business owners and managers – you always were the backbone of our economy, but now that will become obvious to all.

Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.

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