I Watched a Small Business Close. Here’s What Was Missing.

The Pizza Shop That Disappeared

A while back, I watched a small business close its doors for good.

A young couple in our town opened a pizza place. They built up a lot of buzz, and on opening day, they sold out. Same thing the next day. It looked like they had something special.

They were the only pizza shop in town, and they seemed like they were set.

Then a national chain announced plans to open less than a mile away.

I had a sinking feeling. I watched closely, wondering how they would respond.

They didn’t say anything. Their social media stayed upbeat and polite. They kept posting their daily specials and thanking the community for the support.

But something was missing. I think it was storytelling.

There is no way a small shop can match a national chain on price or speed.

But there is something they can do. They can give people a reason to care.

The Stories That Could Have Made a Difference

Tell the story of how you started.
Tell about the time you helped a family celebrate a big moment.
Tell about the kid who used to come in for pizza after every Little League game.
Tell people why your shop exists.

You do not need every customer in town. You need the ones who would go out of their way for you. That takes good service, but it also takes story.

Stories make people feel something. And stories give your customers something they can share.

Today, the only pizza place in my town is the chain.

Of course, storytelling alone is not enough. Owning a business is hard. Many don’t make it. I understand that better than most.

But I do believe that this shop had a shot. I believe they could have held their ground if they had given people a reason to believe in them.

I tell business owners this all the time. If you are small, or if you have competition breathing down your neck, you need to give people a reason to choose you.

Storytelling helps you answer the hard questions.

Why would someone work here, even if they could make more somewhere else?
Why would someone spend more here, when they could spend less across the street?
Why would someone keep coming back, even when they have options?

If you want help with that, I’d be glad to talk.