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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

Let’s Be Honest, Size Matters

Written By: Carol Roth | No Comments

There’s a big white elephant in the room (or sometimes a tiny white elephant in the room) and that is size. You keep hearing people say that size doesn’t matter- in business, in social media, sometime in boxer briefs- but let’s call it like it is- it’s not really true. When you get to the debate of quantity vs. quality, the real answer is that both matter.

Anyone who purely says that size doesn’t matter is lying or gravely misinformed.

Typically, if you look at the people who say that size doesn’t matter, they usually fall into one of two categories

1- They have size. It is easy to patronize everyone else with the “size doesn’t matter speech” when you are in the “big” category.

2- They don’t have any size. On the other end of the spectrum, if you aren’t well endowed (in business or otherwise), you want to create a justification for being small and start believing your own delusions.

In social media, people say that size doesn’t matter- it is better to have a few loyal fans than 20,000 or more. I call bullshit. You want to have both. The big number, although perhaps not truly indicative of your following, establishes credibility that helps you secure partnerships, other followers and more. Of course, you want the quality fans too, but that doesn’t mean you should favor one over the other. Three loyal fans, unless they have a lot of influence (and money) are not the be-all-end-all to your business.

The same is true with business. Scale establishes credibility, which in turn helps you to secure better clients, vendor terms and relationships, service provider relationships and more. This doesn’t mean that you have to be the biggest company in your geographic region, but being teeny-tiny is going to have disadvantages, plain and simple.

And in other areas where you hear that the motion of the ocean is more important than the size of the boat, well that may be true, unless the boat is so small that you have no idea when it is in the harbor.

The point is that size does matter. You don’t have to be the biggest participant, but you have to have some critical mass to establish credibility in your selected domain.

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth