Getting Work to Work
Hosted by Chris Martin
July 4, 2025
Unconvention
When you are running a business—no matter how small or large—it’s easy to forget why you are doing it. You look around at what everyone else is doing and question your own success. You read the latest business book about systems and processes of giant corporations and wonder why they didn’t work in your small business. So, what are we to do? Today’s guest has some fresh ideas for us to consider. Sri Kaza is a seasoned business leader and small business advocate with a background in corporate strategy and entrepreneurship. He fell in love with small business and the potential they have when focused on purpose, proximity, and positioning. In our conversation, we talk about his underdog principles, the differences between scale and personal economies, apprenticeship, and the evolution of the creative industry. He also shares about his upcoming book, Unconvention: A Small Business Strategy Guide.
About This Episode
Date: July 4, 2025
Type: Podcast
Host: Chris Martin
The Underdog Principles
Positioning
The ability to focus on a set of customers who value what makes you unique
Big companies must appeal to everyone, you have the freedom to focus on your customers. Its ok to put your personal favorite products on the shelves, if customers love your taste. You don't have to offer every type of french pastry when you have fantastic coffee. Success comes from leaning into what makes you special.
Proximity
The deep understanding that comes from direct customer interactions
Big companies spend millions trying to understand their customers through data and research. You gain that understanding from serving your customers every day. This direct connection gives you insights that big businesses can't match and informs your decisions to grow and adapt changing needs.
Purpose
The freedom to build something meaningful beyond just making money
Unlike large corporations driven by financial metrics, you can build your business around your values and vision. Whether it's serving your community, pursuing your passion, or feeding your family, a purpose beyond profit gives you more ways to grow and the freedom to be creative in solving problems.
Want to learn more about how these principles can transform your business?
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Copyright 2025
Sri Kaza