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Small Business Owners Must Adapt To The Rise Of The Millennial
Max Nisen/ Business Insider / June 19, 2013
Modern humans have radically changed the way that they work and the way that they live, and to be successful, the small business owner must adapt to the growing-up of Millennials.
That’s the reality of the digital age, and an insight that’s at the core of how Brian Halligan, CEO of marketing software company HubSpot, does business and organizes his company.
Proper company organization is especially key for small businesses, because attracting the millennial generation, as workers and customers, is essential to surviving.
On the customer side, it means people expect things to be easier than ever.
According to Halligan, one example that The Innovator’s Dilemma author Clay Christensen talks about is the MP3 and the iPod. Early versions of the MP3 didn’t take off, because iPods were hard to set up and add content to. But when Apple added iTunes and the 99 cent song, the MP3 took off.
“That’s kind of how we thought about Internet marketing,” Halligan tells Business Insider. “Instead of requiring an SEO consultant and a social media consultant, blogs, email marketing, and marketing automation and gluing all this crap together, we would pull it all together and make it simple and get mere mortals to use the stuff.”
Jason Cohen, president of document management firm ILM corporation and Virginia’s Small Business Administration Small Business Person of the Year, tells us that the rise of a new workforce means his business has had to change dramatically, along with customers’ expectations.