If times are tough for large organisations, what chance do small businesses have? Surprisingly, not only can they survive, they can thrive. In this episode, we talk to Sri Kaza, author of Unconvention, a book that examines the habits and superpowers of winning small business owners during the most testing of times: the recent pandemic.
After years at McKinsey advising multinationals, Sri’s focus shifted to small businesses, where he became fascinated by what makes them resilient and sustainable. In particular, he noticed that those that stayed afloat during the pandemic had one thing in common: their customers rallied.
So this must-listen conversation is packed with practical wisdom on building all-important connections. Here are a few of our favourite highlights:
Sri also reimagines the 3Ps of growth, specifically for those ambitious to scale:
A few moments we love:
‘Evolution of your purpose is real but it can only happen if you’re conscious about it.’
‘When you’re in the business of pleasing everybody, you will give them vanilla, you’re not giving them something rich, flavourful or distinct.’
‘When you know your 3Ps, you can run from your gut.’
‘Model these three principles and your team around you will do the same.’
We close with Sri’s biggest career lesson.
‘Asking for help is not going to somebody and admitting that you’re unable to do things on your own. What you’re saying is I have an aspiration that is bigger than one person and if you also believe in it, you can come along with me…it’s an invitation.’
It’s a reminder that business isn’t meant to be a solo journey. When we share it, we create better outcomes. And if you’re looking for a partner in growth, we’re here for you.
TLDR:
What does it take for small businesses to thrive when even big organisations struggle? In this episode, we speak with Sri Kaza, author of Unconvention, who reveals the habits and strategies that helped entrepreneurs not just survive but grow through the pandemic. From rethinking loyalty and customer connection, to using purpose, positioning and proximity as powerful levers for growth, Sri shares practical wisdom on resilience and sustainable success. We also explore why shortcuts, gut instinct, and asking for help can be game-changing. A must-listen for purpose-led founders ready to scale with strength and clarity.
🎧 We hope you enjoy listening to this podcast as much as we have recording it. What would you like us to talk about? Drop us a line and let us know. And remember to like and subscribe to hear more.
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Texts mentioned:
Unconvention: A Small Business Strategy Guide – Sri Kaza
Positioning: the Battle for Your Mind – Al Ries and Jack Trout.
Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork – Dan Sullivan.
More about Sri
Sri Kaza is a business leader and small business advocate with a career spanning corporate strategy, entrepreneurial ventures, and dedicated support for small businesses.
After earning degrees from the University of Michigan and Northwestern University, he began his career at McKinsey & Co., advising Fortune 500 companies. This was followed by executive roles focused on supporting small businesses, including serving as CEO of ForwardLine Financial, where he helped tens of thousands of small businesses achieve their goals.
Through his extensive experience working with both large corporations and small businesses, Sri developed the Underdog Principles — a framework that helps small businesses leverage their inherent advantages to compete and thrive in any market.
Find out more and connect with Sri at sri-kaza.com
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Keywords in this episode:
Small Business Growth
Resilience in Business
Customer Loyalty
Pandemic Business Strategies
Unconventional Strategy
Purpose in Business
Business Positioning
Local Business Proximity
Scaling Small Businesses
Entrepreneurial Mindset
Strategic Shortcuts
Business Instincts
Business Purpose
Leadership Development
Gut-Driven Decisions
Customer Connection
Underdog Principles
SME Success
Sustainable Business Growth
Asking for Help in Business
