Small, local business is the heartbeat of our communities, the cornerstone of our local economies and the manifestation of our entrepreneurial dreams. You’ve heard it before and it’s all true. But what does that mean from a next steps game changing perspective?

Besides the economic impact, local business has an often-hidden superpower—the ability to thread the connections between humans, building a strong sense of belonging and value. Does your local barista know your name? Does your vendor remember that your son likes to play baseball? Can you walk into your favorite restaurant and ask for “the usual”? These connections deliver the friendly sense of belonging so essential to human well-being. That touch—verbally, physically or otherwise—leaves us feeling noticed, appreciated and valued.

Oh but wait! This is just commerce, right? Think again. The interaction with local business is so very much more. Small local businesses both reflect our local culture and help create that culture. Their uniqueness caters to our local vibe and satisfies the needs of our local residents. Those needs aren’t just goods and services, we all need human to human (H to H) connectivity and no one does it better than local business.

The experience we savor at a local business is rooted in this connectivity of H to H. The hello, hey, howdy leading to inquiries about the book you’re reading or the trip you took, shared laughter or a kind word are all the elements of humanity in local business. And we can’t wait to swim in it. A kind word can absolutely make someone’s day. Not only do your customers want to come back to your business but they’re likely to pass along the kindness to someone else. See how that ripple effect works?

Now we’re at the next steps. I’m calling on all local businesses to step up engagement with every customer. They may walk in your door frazzled, irritated or just in a mood but make sure they walk out of your door with a smile. I’m not suggesting local businesses become therapy centers. It’s not a heavy lift or a major project. Just be nice or kind or fun. If we want the world (or your community) to be nicer, kinder, more fun, we must create what we want. It’s starts with us. Be the change you want to see and watch your community thrive.