Running a small office doesn’t mean thinking small.
Baton Rouge architect Kevin Harris understands this point well. His residential design practice has just six employees, yet it has become a leader in the local architectural market, proving that even the leanest team can operate with the efficiency and impact of a large firm.
Business Report sat down with Harris to discuss how small business owners can punch above their weight. Here are his recommendations.
Stay nimble—and keep learning.
Where large firms have resources, small firms have agility.
“Large firms can tackle giant projects—or at least throw resources at them—but small firms are far more nimble,” Harris says. “We focus on what we do well, but we’re also constantly learning more about what our industry requires and what our clients want and adapting as we go.”
The bottom line: Be a lifelong learner, play around with new methods of solving old problems and treat even failed experiments as opportunities to gather useful information.
Use technology to multiply your capacity.
It used to take Harris’ office a week to measure and draw up a home by hand. Now, his team uses lidar scanning tools, an approach Harris discovered through TikTok. The result: more precise measurements and quicker turnarounds.
“We’ll go in and scan everything—the inside, the outside, the attic—in just an hour. … Now I have far more accurate information than I would have if I had just looked around and measured everything with a tape measurer.” Harris says.
The bottom line: Seek out technology that can help you deliver polished work faster. Your larger competitors will be doing the same—don’t let yourself fall behind.
Build a visible, relatable brand.
A sleek logo only goes so far. Your brand needs to feel credible, trustworthy and, above all else, approachable. Harris checks all three of those boxes thanks in large part to his presence on TikTok. He’s amassed more than 78,000 followers on the short-form video platform, having built his following with fun, informative content that’s engaging even to those with little prior exposure to the world of architecture. Of course, not every small business can reasonably expect to go viral on TikTok. But every small business owner can work toward building an online presence that reflects both their expertise and their personality.
The bottom line: Whether you’re launching a marketing campaign or simply making a post on social media, remember three words: credible, trustworthy, approachable.
Prioritize clear, fast communication.
For Harris, efficient communication is a massive competitive advantage. As a matter of fact, that’s something else TikTok has helped him with.
“When I was teaching, my lectures would take 45 minutes,” Harris, a former LSU professor, says. “Now, thanks to TikTok, I think I could go in and get the same core messages across in three minutes.”
Those sharpened communication skills translate into stronger client relationships.
The bottom line: The faster clients understand your vision, the faster they’ll buy in. Be concise; cut the fluff from your pitch.
Network, network, network.
If your small business is up against industry juggernauts, the importance of joining professional associations, attending conventions and forming relationships with your peers cannot be overstated.
“Start associating with and talking to the best minds in [your industry],” Harris says. “They’re usually happy to share their knowledge.”
The bottom line: The right connections can open doors that size never will. A robust professional network is one of the best tools a small business can have in its tool belt.
