The Brand Called You Small Wins. Big Impact | Sri Kaza, Author, 'Unconvention - A Small Business Strategy Guide'
Nov 26, 2025
Sri Kaza, a former McKinsey partner and author of 'Unconvention', shows how small businesses can leverage their size as a superpower. He introduces his 'Underdog Principles'—Positioning, Proximity, and Purpose—arguing that true success stems from meaningful connections rather than sheer scale. Kaza emphasizes that small firms should avoid mimicking large corporations and instead cultivate unique customer relationships. He also predicts that AI will enhance small businesses, helping them scale while maintaining authenticity.
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Joining A Risky Cruise Bet
- Sri Kaza left McKinsey to join an entrepreneur building an ocean cruise after seeing bold, contrarian decisions pay off.
- The experience hooked him on entrepreneurship and led him to run businesses serving small firms.
Choosing To Protect Customers In COVID
- During COVID Sri reduced payments and helped small customers survive, even at risk to his own company.
- He collected stories showing loyal customers actively supported beloved small businesses through the crisis.
Customer Love Trumps Chasing Scale
- Small businesses win by creating deep customer love rather than trying to copy big-company scale strategies.
- Chasing scale forces compromises that dilute uniqueness and customer passion.
