The little guy can easily be crushed by these major changes with deep pocketed large multinational companies weathering the thrashing tide. Micro entrepreneurs must ride the waves in a way that large companies cannot.
1. Specialize Like Crazy
In a world where multi-tasking is king, conventional wisdom tells us to be a jack of all trades. WRONG! Own the corner you decide to claim and become known for it. Metal Impact makes the cylindrical aluminum enclosure for the Mac Pro workstation although this small Illinois company is known mainly in the automotive and aerospace industries. According to Techcrunch.com, in 2013, Apple spent more than $3 billion with over 7,000 small businesses. Specialization means building a knowledge base that others will want to access to save money. Who knows, maybe they will ask your advice on future projects that have yet to materialize.
2. Brand Fast and Often
Large companies know the importance of branding. Behind every message they produce, there is a detailed marketing campaign. Thankfully, the internet and social media has leveled the playing field allowing micro entrepreneurs to compete with these large companies. Create content (images, video and text) for your target audience and respond quickly when they interact. They are expecting it and will reward you by introducing your company (through likes and shares) to their online friends. Also, build a relationship with an experienced accessible graphic designer that cares about your long term success. Consistently place your brand out there, maintain a presence in the market and track the responses. Other micro entrepreneurs will notice.
3. Classified Information
Offer knowledge and wisdom that is not common and displays your hard-won expertise. Use it to encourage another micro entrepreneur. In the age of the internet, anyone can research answers to their questions. Be accessible because some may want a human touch and look to you for free sage advice. Ben Franklin said an investment in knowledge always pays the best interest. Your generosity will leave a lasting impression. BUT be careful not to give away your cape and super suit. Trust me, some will ask. This is what makes you competitive and protects you from others taking credit for your talent (kryptonite). For example, I do not give away my visual ideas/concepts. They are worth paying for and it is how I pay my bills.
4. Cross Pollination
Bees use pollen to help grow some of the foods we eat. Without them, we would be in trouble. Cross pollination recognizes that your talent for solving problems, however specialized, can cross over into other industries. A good example of this would be the Renaissance painter Michelangelo who painted the ceiling of the Sistine Chapel in Vatican City. He was also known to be a sculptor, architect and engineer. (See some of his drawings here.) Studying different industries and understanding how they thrive keeps you sharp, diversifies your relationships and spreads your reputation as a solver of problems.
Major changes continue to happen as a result of globalization. Micro entrepreneurs must employ these ideas (and more) to ride the wave and risk wipeout…or get sucked under. This kind of courage cannot be bought or manufactured. So, lets go.