The Overlooked Advantage: Small Firm Founders and the Value They Bring

Let’s talk about something uncomfortable: how hard small firms work to get a foot in the door, especially when competing against the Big 4 and other entrenched giants.

Unlike them, we do not have the luxury of brand name recognition or million-dollar marketing budgets. We rely on grit. We build trust one conversation at a time. We use LinkedIn messages, referrals, and personal outreach all in hopes of offering a solution worth your attention.

And more often than not? We get ghosted. Not even a “Thanks, but not a fit.” No referral. No redirection. Just silence.

Meanwhile, some of the same executives ignoring these founders are the ones proudly posting about supporting diversity, mentoring small businesses, and being champions of supplier inclusion. You know the type, polished DEI talking points on LinkedIn, panel appearances, hashtags galore.

But when it comes to actually living those values? Different story.

Supporting small business founders is not just a keynote topic or a post during National Small Business Week. It is about taking the time 15 seconds tops, to respond to a founder with respect. To say, “Not the right fit, but here’s someone else you can talk to.” That’s real allyship. That’s leadership.

Because here's the twist: nothing is guaranteed. Market downturns, restructures, layoffs, some random unknown policy violation firings, they happen fast. And when they do, it’s often these same small business owners who get the call. “Hey, do you know someone?” or “Can we talk?”

The same inboxes you ignored might just be the ones you depend on later.

So If you say you support small and diverse businesses, prove it with your actions, not just your hashtags. Kindness is free. Respect is remembered. And relationships are long games.