Chapter 2 - Understanding Power and Influence
Small business owners are trusted messengers, economic anchors, and often deeply connected to their communities. But they don’t always see themselves as “organizers” — even if they’re already leading in informal ways.
Your job as an organizer is to identify potential allies: owners who care about their community, have a stake in the issues, and are open to taking action.
These allies become the foundation of your advocacy base — they show up at events, sign onto campaigns, influence others, and eventually lead.
Why Small Business Allies Matter
Not every small business owner will be ready to jump in — and that’s okay. You’re looking for people who:
Have a stake in the issue you're organizing around
Are respected or visible in the local business community
Are values-aligned (care about fairness, equity, opportunity)
Are curious or open to advocacy (even if inexperienced)
Have some capacity to show up (in-person or online)
Start with your existing network. Then branch out through:
Local chambers or business associations
Community events or small business markets
Instagram and Facebook business pages
Referrals from current members or partners
What Makes a Good Ally?
Potential allies might not use the word “advocacy” — but they might:
Complain about taxes, health care, or city policy
Talk about struggles with hiring or childcare
Express frustration with “big box” competitors or corporate consolidation
Support community causes or host neighborhood events
These are all openings. Your job is to listen, connect, and invite them in.
Spotting the Signs
Don’t focus only on who’s loudest — look for those with deep roots, lived experience, or respect in the community. Base-building is about trust and consistency, not charisma alone.