Unified Purpose

The Heart of Small Business: Grit, Growth & the Power of Local Economies

Episode Summary

In this episode of Unified Purpose, Daniela speaks with Holly Wade, Executive Director of the NFIB Research Center, about the often-overlooked power of small businesses in shaping local economies, building community resilience, and fueling innovation. Holly shares what she’s learned from 20+ years of studying and advocating for small business owners across the U.S.—from mom-and-pop shops to side hustles born out of necessity. The two explore the emotional and economic value of local businesses, the challenges of scaling when resources are scarce, and the growing gap between fast-moving tech trends and older entrepreneurs trying to keep up. This inspiring conversation is packed with real-world examples, international perspectives, and a deep respect for the people behind the storefronts. Whether you’re a small business owner or someone who loves to support them, this episode reminds us that the smallest businesses often have the biggest stories.

Episode Notes

Three Things You’ll Learn

Why small businesses are the emotional and economic backbone of local communities

From employing neighbors to filling gaps in underserved areas, Holly explains how small businesses do more than make money—they shape neighborhoods and create opportunity.

The hidden challenges faced by entrepreneurs with limited education or resources

Many businesses start out of necessity, not strategy. Holly shares how mentoring, time, and access to information can make or break a budding entrepreneur’s ability to scale.

Why adapting to modern tech is one of the biggest hurdles for older business owners

Social media, e-commerce, and changing customer expectations have made running a business harder to navigate—especially for those who didn’t grow up with the digital world.