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THE HEART OF TOWN
PUTTING DOWN ROOTS
How Far Away Is Your Goal? • It may feel very distant, and that’s frustrating. So let’s figure out how close you really are.
‘You Want to Be Well-Known’ • Bozoma Saint John has been a high-profile marketer for the likes of Netflix, Uber, and Apple. If you want to succeed, she says, don’t be shy about marketing yourself.
Where Did Your Brand Voice Come From? • Every company has a personality and a communication style. Here, the founders of six companies share how they figured out what their business should sound like.
Choosing the Words That Can Change Your Company • Is it time to update your vision statement? A few words can shift how your entire organization thinks. Here’s how I figured out the words that were right for us.
Say Hello to Product Packaging That’s Practical, Sustainable, and Smart • Innovative paper-based packaging options are solving real-world challenges—and customers love it.
Very Sustainable Profits • The research is in: When your brand embraces eco-friendliness, consumers are happier and spend more. Here is what three studies show.
What’s Your Ghost Job? • It’s one of your five jobs. And if you want to find meaning at work, you must identify all of them.
Easier Summer Office Hours • Gear expert (and two-time Emmy Award winner) Mario Armstrong offers the essentials that can make deadlines easier—and your summer Fridays even nicer.
The Sound of Social Silence • Do people ignore your social media posts? That might not be a bad thing.
MOM&POPSHOPS • Why they matter. How they can be stronger. And the 150 America loves the most.
HOW ONE MOM & POP SHOP EXPANDED 2,500 TIMES • Jersey Mike’s famously began as a single shop owned by a teenager. Now it’s everywhere. How exactly does that happen?
The Surprisingly Smart Way Throne Fosters Deeper Connections Between Creators and Their Audiences
YOU’LL ONLY FIND THIS HERE • When a local, independent business becomes known for something special—a product or service, or even just a unique vibe—customers love knowing they’re getting a truly one-of-a-kind experience. Here, seven mom-and-pops around the country share what helps them stand out.
HOW DAVID BEATS OUT GOLIATH • Can mom-and-pop shops truly compete against big-box behemoths and e-commerce giants? Yes, experts say—but they have to think and act truly local.
MY FAVORITE CUSTOMER • For small, independent businesses, loyal patrons are benefactors, protectors, muses, and mascots. They make sure the show goes on. Here, three business owners celebrate an irreplaceable member of their community.
WRANGLING THE MANY-HEADED MONSTER • For mom-and-pop business owners, just as inflation calms in one area of operations, it rears its head somewhere else. The best way to stay on top of it, experts say, is to stay flexible.
IT TAKES A VILLAGE • Mom-and-pop businesses have long been linchpins in their neighborhoods—providing places to gather, have a bite, or see familiar faces. They support their city’s residents, who are glad to return the support. Here, three local entrepreneurs share a time they felt especially connected to their communities.
MAKE A PLAN AND STICK TO IT • Independent businesses are unique, so there’s no cookie-cutter formula for marketing, experts say. It’s all about trying things out—but try things for long enough to really know if they’re working.