Google's CEO, Sundar Pichai [pitch-ai], wrote a speech on Fox News' website best summarized as, "We’re a big company. We can help you grow your little company."
A great sentiment, and it’s true!
But Minda Zetlin, writer for Inc.com, was not happy. She writes that Pichai’s claims about caring for small businesses were specious—citing Google searches putting large businesses and platforms first and foremost in their search results.
Now hold on. If one of your ecommerce websites with over 50 blog posts on ergonomic chairs ranks lower than Amazon's single listing of an ergonomic chair and a garbled product description, does this mean Google is really favoring Amazon?
Or is this just a reflection of Amazon ranking well because they’ve gained world-wide recognition?
I love small businesses. I have thousands of small business students in over 100 countries making their dream work. I’m running several small businesses myself!
But when someone expects preferential treatment from a bigger company just because they feel that company owes it to ‘the little guy’, it means they’ve forgotten that there was a day when that big company was tiny too. And there wasn’t anyone who felt obligated to make sure they succeeded.
Contrary to popular negative belief, the news entrepreneurs need isn’t just filled with greats getting greater.
Take Dr. William J Powers for example.
And yes, that is his real, awesome name.
He practiced medicine, booked TV shows and charity events, served as president of a local cat shelter, and even developed a special synthetic diet that turned two of his beloved cats into Guinness World Record holders for ‘World’s Tallest Cat’ and ‘Longest Tail on a Cat’ respectively!
But on November 12, 2017, he woke up to his smoke alarms blaring and his living room ablaze. Choking in the smoke, he rushed through the burning building, searching for his pets and opening windows to create escape paths for them when they couldn’t be found. And then he passed out.
The house burned to the ground. His cats died in the flames. And Dr. Powers barely made it out alive.
Powers spent the next year of his life trying to recover, physically and mentally. When he was cleared to return to work, he realized he’d spent all his 20's training to be a doctor. And while he still loved people and wanted to help heal them...he didn't want to go back to the life he was living.
So he came up with a plan. Powers decided to open his own family practice clinic: Powers Family Medicine. But it wasn't like any practice ever seen before.
It was so bizarre, people would call him crazy! His office featured nerdy, video game decor, waiting room arcade games, geeky staff, and most interestingly, giant, hypoallergenic therapy cats that had the run of the entire building (aside from operating spaces).
"People will never go to your practice," people told him. "People want a sterile, simple, professional-looking place for medical care, and this looks like the lifelong dream of a nerdy basement dweller"
Dr. Powers shrugged and carried on.
He rented a small office space near the ruins of his home. He plugged everything in. And he opened his doors.
Most new family medical offices take 5-7 years to get up to speed with lots of patients.
Dr. Powers did it in 6 months.
And within those 6 months, Powers Family Medicine became the #1 patient-rated family practice of the state of Michigan.
The world said, "You can't do that." And Dr Powers said, "Watch me!" and today he's living his dream!
It doesn’t matter what you sell—obviously a doctor can’t check your temperature over the internet...yet. The lesson is that there’s always money to be made in subverting people’s expectations, and following through with being amazing at it!
But let’s look at this from a product perspective.