Back in the day when people actually had to drive to work, I had a 45-minute commute every day. Oddly enough, my time spent in the car was one of my favorite parts of the day. This was due not only to the fact that my job was incredibly boring and the drive was relatively easy, but I also looked forward to the drive because it was my chance to listen to incredible audiobooks and podcasts. The podcast that captivated me the most at the time was, How I Built This with Guy Raz. In his show, Raz interviews CEOs of major companies like Panera Bread, Tom’s Shoes, and Chipotle—just to name a few. What makes his podcast unique is the deep dive Raz takes with his guests, outlining the inception of their businesses from the ground up. It’s interesting to think about the fact that all businesses are small businesses at the start. The only difference is that some small businesses grow to incredible scales. 

Hearing the stories behind these companies gave me an opportunity to form a deeper connection with some of my favorite brands and companies that I previously knew little about. Raz pulls you into the story so effectively that you start to feel like you’re a part of it. I am not shy about telling people that my small business podcast Yinz Biz is based on How I Built This, but with my own small-business twist. 

My goal for the podcast is to help small businesses build deeper relationships with their current customers and also help them forge new ones. I have found that small businesses often know how to tell customers “what” they sell, but often struggle to articulate the story behind “why” they sell what they do. Well-known author, Simon Sinek, has developed this idea in his book, Start With Why. Sinek says,

“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.”

People have always loved stories, but especially in today’s day and age where everything can seem transactional and impersonal. More often than not, I have found that many small businesses have a gold mine of stories to tell, they just need a little help on finding creative ways to tell them. 

My personal “why” for starting this podcast comes from my interest and passion for small business. I truly admire the business owners who took a risk to pursue their own goals and forego the traditional nine-to-five. The aspects I love the most about small business are the opportunities for creativity and the ability to see the fruits of your labor in a tangible way. Small businesses can also provide essential social gathering places in the community known as “third places.” (Google it, it’s fascinating.) I want my podcast to be a place where you get the opportunity to hear the stories that you otherwise would not have had the opportunity to hear. You may have been having small-talk with a business owner for many years waiting in line, but it’s unlikely in these conversations that they’ve told you about why they started the business, why they chose the location, or why they get out of bed in the morning. After listening to my podcast I hope that your relationship with small business shopping becomes a little more human, and a little less transactional. 

Yinz Biz is available on Apple Podcasts, Spotify, and Buzzsprout. Thank you for listening!