Small Giants: 8 key ideas
The core ideas of Small Giants, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
Some companies choose not to grow
Burlingham profiles businesses that deliberately chose to stay smaller so they could be great rather than big.
Their owners valued quality, community and good work more than rapid expansion. Growth was a choice for them.
- IDEA 2 OF 8
They have a special mojo
Burlingham describes the mojo these companies share, an energy and charisma that customers and employees feel.
It comes from passion for the work and from close relationships. It is hard to copy.
- IDEA 3 OF 8
Owners kept control
Many small giants avoided outside investors or public markets so they could make their own choices.
Burlingham shows how control allowed owners to resist pressure for growth at any cost.
- IDEA 4 OF 8
A founder refused a big sale
Burlingham describes how the founder of Clif Bar walked away from selling the company at the last moment.
He chose independence over a large payout, and the company continued to thrive.
- IDEA 5 OF 8
Roots in the community matter
Burlingham shows how companies like Zingerman's deli in Ann Arbor are deeply tied to their towns.
They contribute to local life and draw strength from local loyalty. Their success is rooted in place.
- IDEA 6 OF 8
Customers become relationships
Small giants build close connections with customers and suppliers, often knowing them personally.
Burlingham argues this intimacy creates trust that larger firms find hard to match. People feel known as individuals.
- IDEA 7 OF 8
Employees are treated as people
The companies in the book give employees respect, training and often a share of ownership.
Burlingham describes workplaces where people feel valued and part of something meaningful. Many share profits with their staff.
- IDEA 8 OF 8
Passion drives the founders
The founders, including the owner of Anchor Brewing, love what their companies make.
Burlingham argues that this passion for the product shapes every decision and keeps the business authentic. Products come first.
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