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5 of 5 people found the following review helpful
5.0 out of 5 stars "Small Town Rules" Rules, May 10, 2012
This review is from: Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy (Que Biz-Tech) (Hardcover)
For most of America's history, life for the majority of people revolved around small towns and rural communities. The Industrial Revolution put the focus on cities, but now a sea change is taking place--and in "Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy" Barry Moltz and Becky McCray are here to tell you all about it.

Massive shifts in society, technology and the U.S. economy have combined to put people's focus back on the local and personal. As a result, businesses both big and small need to engage with customers on the local and personal level if they want to succeed. In "Small Town Rules," Moltz and McCray share their advice for how big and small businesses alike can learn from the tactics that small-town entrepreneurs have always used.

"Small Town Rules" first examines how businesses can deal with the changes wrought by the Great Recession. Pointing out that business owners in rural areas have long known how to do more with less, plan for disasters and live through lean times, the authors share a variety of ways business owners can be more creative and use their brains (instead of their budgets) to effectively market their businesses. Like people in small towns, who often work more than one job, smart business owners set up multiple income streams so they're not at risk.

Next, the authors look at how technology is changing the face of business and marketing. The spread of remote and virtual work is removing any advantage businesses once enjoyed by virtue of being in a certain location. In addition, online shopping, sharing and reviews are redefining the sense of "community" that once attached to place. "Small Town Rules" shows entrepreneurs how to profit from these changes.

Finally, "Small Town Rules" examines the social changes taking place, including the growing interest in social responsibility, buying local and "thinking small" that is redefining how Americans shop and consume. With even huge, global companies focusing on their local impacts and how their brands affect the planet, small businesses need to do the same.

McCray, a small town entrepreneur whose blog, Small Biz Survival, focuses on small town business, and Moltz, a serial entrepreneur and author, know what they're talking about and pepper the book with plenty of ideas for creative financing, creative staffing and creative marketing. Each chapter ends with an easy-to-read summation, a checklist of rules to follow and "a look ahead" that asks whether these rules will be relevant in the future.

More than anything, what "Small Town Rules" offers is a refreshing perspective on national and global changes that can often seem overwhelming. By pointing out that small town businesses have always survived--and even thrived--under adverse conditions, the authors give readers the sense of hope and energy that's so essential to keep their small businesses moving forward.
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Location: Irvine, CA USA

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