David Airey

When small is good

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by

David Airey
in ,

Back in 2005 when I started as an independent graphic designer, I did all I could to make myself appear like a big business. I traded under a generic name, my web copy was written in the third-person, and I immediately became VAT-registered (adding unnecessary work for my annual income at the time).

I’m reading a book called Speak Human: Outmarket the Big Guys by Getting Personal. Written by Canadian designer Eric Karjaluoto, here’s one of many worthy quotes.

“As businesses get larger, it’s easier to hide bad people in them. This is because there are so many things going on, alongside numerous coworkers who can shield one’s dismal performance. Toss in some memos, meetings, office politics, and it gets harder to determine whether a staff member is kicking ass or just great at kissing it.

“In a company of one, there’s little room for any of this. When you’re that tiny, you have little choice but to be exemplary.”
— Eric Karjaluoto

Speak Human is available on Amazon.com and on Amazon.co.uk, or you can currently read approximately half the book here on the Speak Human website.

Comments

23 responses to “When small is good”

  1. AJ Avatar
    AJ

    Great post! I look forward to reading this…
    I think there’s a major movement right now to be more personal, even with bigger companies. Or maybe I see it because I’m part of the handmade movement – buying/selling handmade items that are personal. The whole selling point is being an individual with a skill, rather than a faceless company. But it seems that with people being more careful with how they spend their money, they maybe looking for companies that appeal to them personally.
    Anyway! Thanks for sharing this book – looks like it’ll be a good one.

    Reply
  2. Ian Cylkowski Avatar
    Ian Cylkowski

    Really sound advice. =]

    Reply
  3. Chris Young Avatar
    Chris Young

    So true. I did the same thing when I started C7, but quickly realised that being small was to our advantage. And it certainly does force you to keep on top of your game!

    Reply
  4. Richard Avatar
    Richard

    Totally agree, David. I did exactly the same thing when starting both Storm from the East and K Creative. I’ve changed both recently to reflect the fact that they are both basically me with occasional help from a couple of other people. In both cases putting myself at the forefront has paid dividends. All of my clients (i.e. both of them ;-D) appreciate the personal touch.

    The flip side, as is written, is that one has to work very hard to ensure that what is on offer is exactly what the client wants. However I’m guessing that most people who start their own business do so in order to ensure this anyway. I currently work in a big company for a client and, sure enough, there are many poor performers being shielded.

    Reply
  5. Aaric Avatar
    Aaric

    I have heard about the book, too. Want to buy it. Thanks for the links shared.

    Reply
  6. Chris Davies Avatar
    Chris Davies

    It’s an interesting point and one that I think is more than valid in certain circumstances.

    I started my company a year ago and I have found that a mixture of both is true. The sort of clients that I am aiming to win can vary, from those trying to cut costs, so think that what they need is a ‘freelancer’, to those who wouldn’t dream of working with a one man band. These ideas will be quickly dispelled as long as the service is right.

    I think there’s a nice middle ground though. I feel that it’s best not to appear a freelancer and not to appear a big business, but to appear a small studio with the personal touch. Hopefully that’s what I’ve achieved.

    There are also expansion plans to consider. Right now I work with freelancers to provide support, where needed, but in the future I hope to create a small team, all working exclusively under the Stadium Creative name.

    Reply
  7. Debashis Avatar
    Debashis

    Mind blowing – “Just because you’re smaller than the businesses you look up to, doesn’t mean you can’t provide a better service.” The gist itself explains a lot.

    In real-life this statement could work as rocket fuel for most of the budding designers like me. Thanks a lot for sharing this with us, David !

    Reply
  8. Tim Lapetino Avatar
    Tim Lapetino

    Yes, I’ve read Eric’s book and would highly recommend it. It’s refreshing to think that in this “distributed” economy that we smaller identity firms can compete with the big guns because of our humanity, agility, and excellent attention. Eric has great thoughts in “Speak Human” whether you’re a small company or looking to partner with them.

    Reply
  9. Jen Avatar
    Jen

    Great quote! Very empowering. I’m going to add this to my “to read” list.

    Thanks for sharing!

    Reply
  10. Lee newham Avatar
    Lee newham

    Totally agree. Be who you are.

    If you try to be someone you aren’t you will get found out. The head of design at Tesco (now head of design at a large drinks company that I wont name) told us that they wanted to talk to companies whoever the size, that small was good, different was good and that small companies that tried to be like the bigger agencies annoyed them. They wanted to talk to the smaller guys PRECISELY because they were small, to get a different perspective.

    Reply
  11. Bernadette Jiwa Avatar
    Bernadette Jiwa

    Thanks for the link David.

    Really interesting to see how you evolved from 2005 to 2010.

    Being small not only enables you to choose both who you want to be as a designer but also to evolve and ultimately be excellent.

    I think many service seeking businesses are looking more and more to small outfits who can give them and their projects time and attention.

    Reply
  12. Rob Avatar
    Rob

    That book is now on my teux deux list!

    Having experienced, until recently, exactly what he is saying I’m glad to be a one man band now. However I do have a company name although am not particularly trying to appear like a large company. But I wonder if just as many companies who think hiring a solo designer is great, as many would like to think that you are more than a freelancer.

    Reply
  13. Mike Mayfield Avatar
    Mike Mayfield

    Sounds like a book worth reading. I think I’ll pick it up.

    When I first started out on my own, I thought I needed to look like a big company as well. I’m glad I grew out of that:) Thanks for posting.

    Reply
  14. William Avatar
    William

    Everything becomes increasingly magnified when running a self-owned business. If you have a type-o on a page, clients and readers know who is really responsible for it. Double check everything, I occasionally slip up too!

    Reply
  15. Graeme Avatar
    Graeme

    Thanks for that David, really amazing.

    It must be a good for a small business or someone starting out to read this and be inspired. It will be great for confidence.

    Best wishes
    Graeme

    Reply
  16. peggy Avatar
    peggy

    We started as freelancers, grew to 8, and when as the economy went south after 2001, we shrunk back to just the original 2 partners, so we’ve had the experience of being big and small. I agree that when you’re tiny, you’ve got to be exemplary… because if you’re not, you’ll lose business FAST. There are plenty of other designers who would jump at the chance of picking up new projects / accounts. Relationships are everything … our clients know we are reliable and provide a valuable, personal service. Being small is great!

    Reply
  17. Soji Benn Avatar
    Soji Benn

    David, there is nothing like an idea that its time has come. I started designing identities for individuals and businesses for over ten years now ( then i was 14 ). My topmost mentality was to be like the leaders in industry in a short time. But now, i’ve seen the beginning and the end of 8 different companies which i intiated along side with other different people. I see this book as a gift to destiny, because i’m back all alone and better.

    Reply
  18. Joey Teehan Avatar
    Joey Teehan

    Just started my business last June so a book like this would come in handy. I need advice where-ever I can get it.

    Reply
  19. Andrew Pryde Avatar
    Andrew Pryde

    I found this at first when I started out as a freelance web developer but I quickly realised letting your personality shape your company was far better than the reverse.

    Reply
  20. Peter Jenkins Avatar
    Peter Jenkins

    Thank you for this post. It reminded me that great things come to those who wait.
    It’s better to have humble beginnings than the other way around.

    Thanks!

    Reply
  21. Simon Gornick Avatar
    Simon Gornick

    Smaller is almost always better when you’re on the inside, for all the reasons you outlined. The problem is that big brands work because credibility within a nationwide or business-wide framework is driven by reach, size, recognition, and most importantly marketing budget. Until that changes, which even in the current social, economic and political climate will probably only happen at a glacial pace, all that corporate cubicle-bound deadweight might get away with being useless for a while longer.

    Reply
  22. Michele Avatar
    Michele

    Thanks for this post. Definitely will have to read this book. Big or small, I think the personal touch can be lost with some businesses.

    Reply
  23. Ann Avatar
    Ann

    Good one, kind of working with same thing. Trying to look larger – maybe should not.

    Reply

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