Small businesses are more than just drivers of economic growth; they’re crucial engines of workforce development and social mobility in the United States. These businesses, which employ nearly half of the American workforce, offer unique opportunities for skill-building, career advancement, and economic stability. By supporting small business development, we can empower the American workforce, create resilient communities, and drive innovation across industries. Investing in small businesses can profoundly impact the workforce and ultimately contribute to a stronger, more inclusive economy.

When we think of community, images of neighbors chatting at a local café, families supporting local farmers’ markets, or friends gathering at a small bookstore come to mind. At the heart of these interactions are small businesses, which do more than just provide goods or services; they create connections, foster trust, and build a shared sense of belonging. This special relationship between small businesses and their communities has far-reaching impacts, shaping local economies, building resilience, and enhancing quality of life.

For many technology companies, the go-to-market strategy often targets large corporations or high-profile clients with big budgets. But what about small businesses? Often overlooked, the small business market can offer incredible opportunities—not just for revenue growth, but for making a meaningful impact. Small businesses contribute significantly to the economy and their communities, meaning that developing technology for this market doesn’t just provide financial returns but can also yield positive social outcomes. This is the “double bottom line” impact, where success is measured not only by profit but also by the positive effects on people and communities.

There is this seemingly paradoxical world that those of us bridging business and social impact exist in. Anyone in the economic development realm will tell you it is nearly impossible to explain what we do to others. Our own mothers can’t explain it and not because they don’t try to show us off to anyone who will listen. They usually stop at “She does something with business and it’s really complicated stuff, but it’s to help people. Look at this picture of her with these important people.”

One of the first steps I take with clients when they come to me and ask me to connect them to small businesses is helping them understand the personality type and culture they will be working with. Too often, people representing larger entities assume that small businesses will automatically take to what they are offering or that the context in which small businesses are operating is simple. Small businesses are almost always shifting and changing and the people who work and lead in them thrive in that type of environment.