The theme for this holiday weekend is getting back to basics.

And it relates to the “Why” of Kalabra.

To explain, I need to wind the clock back a little bit. I started my first consulting business back in 2007. Things went great for about a year and then the great recession happened, I went several months without clients. No business! People weren’t really interested in growth.  They just wanted to stay afloat! There wasn’t a lot of discretionary money being spent on guys like me. I had two girls in college, and it was a really scary time.

But it also gave me an opportunity to think back on kind of the highs and lows of my career. What could I learn from my own experience that would be relevant to my clients after the successes and failures that I’ve had? I wanted to try and help small business owners avoid the mistakes that I made and try and focus on doing the right things. Things that really contribute to growing a business.

I had a lot of time for research. And I discovered that there are some enduring truths about what it takes to grow a business, how to do it well. Later I had the great fortune to meet my partner Steve Litzow and we teamed up. His experience as a consultant working with clients is very similar to mine. We distilled all our years of experience running and growing companies together to create Kalabra.

Here’s why: People that start small businesses are our heroes. Small business is the backbone of the US economy. Imagine if we could just get 20-30% percent extra growth in these businesses, the economy would just take off. And more importantly, the business owners that have put their heart and soul into these businesses would get that huge sense of achievement, be able to provide for their family, or to give back to their communities. It would just be awesome.

As you can see, this gets me fired up. It is the “Why” of Kalabra. We are on a mission to make small businesses wildly successful. And we don’t believe you need to spend a penny more on sales and marketing.

It’s really about getting back to basics and spending the money more wisely by deeply understanding who your customer really is, why they are buying, why they buy from you. What the forces are in the marketplace that negatively or positively affect your business. What the competition is doing. And then threading the needle through all of that to create a brand positioning and messaging that reaches the customer with a persuasive message, gets them engaged with you and wanting to buy from you.

Not just once, but again and again and again.

Have a great weekend!