Built To Connect: What Small Businesses Do Better—And Why It Matters

Forbes

16-06-2025

Hao Lam, entrepreneur, author, speaker, founder of Adaptively Education and Best in Class Education Center.
In a world where national brands scale fast and automate faster, those of us in smaller organizations have a unique advantage—we stay close to the work. We build trust through our stories. We listen, adapt and serve in real time. We thrive not by doing everything, but by doing a few things really well—and doing them with heart.
For small businesses, this kind of connection is a competitive edge.
Many times throughout my career as an educator and through my education centers, I've heard moving stories from parents—some excited, some tearful—sharing that since starting our programs, their children are walking into school with confidence. They're overjoyed by their child's progress and eager to tell others whose children might also need an academic boost.
More often than not, our marketing didn't bring these raving fan families through our doors. And it certainly wasn't a polished sales pitch. It was another parent's story—shared in a car line, at a birthday party or over coffee—about how their child found support, encouragement and a renewed belief in themselves inside our center's walls.
Every time one of these referrals comes through, I'm reminded: When you build a business rooted in connection, people feel it. And when people feel your passion, they tell others.
Even if the sky is the limit for growth, there's something worth protecting in the size we are today: the intimacy, the agility, the soul of what gives us an edge big brands simply can't replicate.
People aren't just buying what you offer—they're investing in who you are and why you care.
I've learned this firsthand. My journey began as a refugee. I came to the U.S. after escaping Vietnam and found stability through education. That experience defined my path and ultimately inspired how I built my business. Best in Class was never just about tutoring. It was—and still is—about giving every child a chance to discover their potential through the power of education.
When you share your origin story, something powerful happens: You humanize your brand. Customers connect emotionally, and that connection turns into loyalty. Vulnerability becomes an asset that says, 'This matters to me. Let me show you why it should matter to you, too.'
No fancy ad campaign can replicate that kind of authenticity.
One of the most underappreciated advantages of running a small business is agility.
Responsiveness isn't just a crisis tool—it's a business advantage. Small businesses can pivot quickly, test ideas, adjust services and try new approaches without layers of approval standing in the way of implementation. We can bend the rules when it makes sense for the customer and enact changes today that impact people tomorrow.
My company experienced this during the pandemic. When schools shut down and families needed learning solutions fast, our team transitioned hundreds of students to online tutoring in a matter of days. We didn't wait for a large corporate directive to pass through various meetings and approvals. Instead, we listened to our parents, rallied our staff and built a solution from the ground up that all of our centers could adopt.
In big systems, agility is often a dream. In small businesses, agility like this is what turns challenges into momentum.
Being small doesn't mean cutting corners. In fact, it raises the stakes. When you're local, reputation travels fast—and so does trust (or the lack of it).
At Best in Class, we regularly ask ourselves one simple but very telling question as a quality barometer: 'Would I come back here as a customer?'
The answer to that one question keeps us honest. It reminds us to pay attention to customer service details—the tone of a phone call, the layout of a classroom and the clarity of a progress report. Customers may forget what we say, but they never forget how we made them feel.
And the truth is that consistency is a powerful form of marketing. When families know they can count on you to show up, deliver results and treat them well, they become your ambassadors. They talk about you at PTA meetings, in group chats and at soccer games.
That kind of word-of-mouth is earned, not bought. And it's often what keeps small businesses thriving in competitive markets.
Whether donating to a fundraiser, mentoring a young entrepreneur or simply showing up where your customers are, every interaction deepens your connection. And the more connected you are, the more resilient your business becomes.
One of the most fulfilling parts of building a business has been staying rooted in the community. I've spoken at local schools. Our centers have offered free SAT prep sessions, organized math competitions and partnered with small businesses in their localities to host events. These aren't marketing tactics—they're extensions of who we are and why we do what we do.
When you support the community, the community supports you.
As entrepreneurs, we're wired to grow. But growth doesn't mean giving up what makes you unique. It means expanding without losing your center.
The longer I lead Best in Class, the more I believe this: Being small isn't something to outgrow—it's something to protect.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?