Words matter. When “small business” and “small business owner” are overused, it becomes belittling. Breakthroughs await those with expanded vocabulary.
First, let’s get an elephant in the room. There is a need for categorization between different types of businesses, and size is an obvious differentiator. This determines how government policies, regulated programs, and other environmental resources are distributed.
Unfortunately, broad categorization leads to business owners not thinking of themselves as entrepreneurs.
Whether it’s the size of a company, revenue, or other quantifiable metrics, using “small business” may be required for economic structuring, but it limits how many leaders think about their own potential.
The opportunity to shift this narrative exists within events where the assemblage is comprised of small business owners. In these settings, use small business terms to target the promotional messaging, then find ways to release those technical terms at the event. Emcees, speakers, panelists, and staff can embolden the audience by using “small business owners” when necessary but then intentionally using more alternative titles that add depth to the attendee’s mindset. Instead of everything being focused on small, use synonyms that describe greatness, importance, appreciation, and yes, small business owners:
- Entrepreneur
- Founder
- Leader
- Student
- Innovator
- Heretic
- Dreamer
- Creator
By using these synonyms, we can quietly inspire more inclusivity through fresh assimilation at events. Even if public policies remain rigid, more people will learn to celebrate and identify with more codifications.
Over time, more people who may have kept themselves in a box will start to feel enlisted in all that is an entrepreneurial lifestyle. As more small business owners hear, use, and relate to enlivened vocabulary, the expanding taxonomy exposes new ideas, untapped resources, and unexpected realms to confidently explore within the local communities we love.
Brewed From Within
#36 📖 Leadership
1 Comment
Ben McDougal · August 11, 2026 at 3:23 PM
ORIGINAL – 9/25/23
Words matter. When “small business” and “small business owner” is used over and over again, it begins to feel belittling. Together, opportunity awaits those who brew fresh ways to talk with and about small businesses!
First, let’s get an elephant in the room. Everyone understands the need for business categorization within an economy and yes, size is a simple metric. Entrepreneur Support Organizations (ESOs) are quick to explain that because of government policies, regulated programs, and the history of small business owners not thinking of themselves as entrepreneurs, using “small business” has become second nature.
The opportunity exists within events where the assemblage are small business owners, but what about this fear of marketing that won’t resonate without a clear call to “small business owners”? Here’s the trick. Use small business terms to gather awareness, but then let those technical terms chill once everyone comes together. This ensures clarity in branding, online activity, and event promotions. As events get underway, emcees, speakers, panelists, and staff can embolden the audience by using “small business owners” as necessary, but intentionally use more alternative titles that add depth to the narrative. Instead of everything being stuck on small, try these seven synonyms that describe greatness, importance, appreciation, growth, and yes, small business owners.
– Entrepreneurs
– Leaders
– Students
– Innovators
– Heretics
– Creators
– Community Builders
As people who may have only identified as a small business owners start using enlivened vocabulary, these side conversations become a signal of something lasting! If this effort continues at future events, more people will connect with more terms they feel inspired by. This exposes small business owners to even more relevant resources, helpful ideas, and different areas to confidently explore within an expanding entrepreneurial ecosystem.
Using this working draft of synonyms, we can each quietly inspire more inclusivity through fresh assimilation at events. Even if policies remain rigid, more people will learn to celebrate and identify with more codifications.
Over time, more will feel allyship with all that is entrepreneurship. We will remain proud small business owners, but just as vested when we hear whatever the latest jargon may be.
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