Picture a fictional small company in the world of artisanal spirits, creating products that are nothing short of exceptional. Let's give it a random name, call it PM Spirits.
They’ve mastered their craft, perfected their offerings, but there’s a problem: getting people in larger more corporate businesses to notice and understand the value of their work.
It’s like they're holding a light but it's so foggy out there, only those who know to look hard for it can see it.
The struggle is when they reach out to larger, more established partners, hoping to collaborate. They’re met with silence or, at best, a delayed response. Emails go unanswered for days, sometimes weeks. Meetings that seem promising are full of enthusiasm, but those words tend to disappear into the void.
It's not that these larger partners don't care, but to them, this small company is just another one in a long line of offers. Why would they feel the urgency. None of the products or brands schlepped by the smaller outfit necessarily rings a bell. To the one who does not know, there is nothing special.
To the small business, every ignored email or missed opportunity could be felt as a blow. They’re not dealing with mass-produced, interchangeable products. Each distillate is a story, made by someone who really exists, doesn't cut corners & truly cares.
So what do they do?
They look at their feet and cry. It's too hard, too unfair they say.
Nah. They dust off, get back up. They hustle, relentlessly.
They show up, they follow up, the find creative ways to remind the partners they exist.
Sometimes it works; they might get a foot in the door.
Often they’re left spinning in circles, battling bureaucracy, trying to figure out who is even making the decisions.
They’re trying to carve out space in a crowded, noisy world. It’s exhausting, sure. But they persist. They’ve built something too good, now they "only" need more people to know about it.