Ep. 200: Marsha Huber - IMA’s Guide to Small Business Resilience

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Read the report Thriving Amidst Challenges: A Guide to Small Business Resilience

Full Episode Transcript:
Neha:

Welcome back to Count Me In, the podcast where management accounted stays center stage. I'm your host, Neha Lagoo Ratnakar. Today, I'm joined by Dr. Marsha Huber, who is IMA's director of research to discuss a recently published report, Thriving Amidst Challenges: A Guide to Small Business Resilience. I have to say, this report is such a great example of the timely and rigorous research IMA specializes in with the goal of providing practical insights and actions that truly help businesses learn and grow. We cover a lot of ground in this conversation, but make sure to download the full report using the link in the shownotes, because it's literally brimming with insights that can be put to use immediately. Now let's get started with Marsha.

Neha:

Hi Marsha, welcome to Count Me In. It's such a pleasure to have you on the show.

Marsha:

Oh, thank you so much Neha. I feel privileged to have been invited to talk about this IMA publication.

Neha:

Oh, it's all my pleasure, Marsha. And first of all, congratulations on your new report. Thriving Amidst Challenges: A Guide to Small Business Resilience and that's quite mouthful, but a very much needed topic. Can you tell us, our listeners, what this report is all about?

Marsha:

Yes. It's a report that was developed from interviews with business people, the small business development center, and various members of the small business committee at the IMA. And I spoke with people, read interviews and developed models with people and experts, and here's the report of our findings.

Neha:

Cool. And I'm glad you were able to do all that. And how did you come up with this topic? What's the story behind this report?

Marsha:

Yeah, it's really interesting. I was not the originator of this report. During the pandemic, the small business committee at the IMA had a heart for small business and they actually had another publication. And then this was the second of the two about resilience, small business resilience. And I was invited as a new researcher at the IMA to help the small business committee write this report. And that's what I did. And it was a excellent experience.

Neha:

Thank you for sharing that journey with us Marsha. So, let's talk about the resilience model. I found it very interesting. Where does that come from and how can it help businesses bounce back?

Marsha:

Yeah. This came from actually a lot of interviews with the small business development center, Youngstown State University, because they worked with small businesses and they worked with small business during COVID. And at that time, when this was happening, I was also a faculty member at Youngstown State. So I worked with them as well to work small businesses. And so we decided to think about companies that thrived, you know, this is a report about thriving during hardship and resilience, the very definition of it is bouncing back. So how can you bounce back when certain challenges come your way? And what happened was we found three elements among the businesses that thrive as well as the experiences of our small business committee members. These different three, there were three concepts that stood out. And would you like me to describe those concepts?

Neha:

Sure. Go ahead, that would really help our understanding of the model.

Marsha:

Okay. So just imagine three circles, and you can also look at the report as I talk about these things, because these are illustrated, but you know, I'm just gonna lay it out three circles and one circle is business focus. And of course, during COVID, and now, we still have a continuing pandemic. You know, business focus is important for everyone, but it's not everything. Okay. So what else we saw as a visionary leadership and the companies to thrive, they could see beyond they didn't lose sight of their goals. They kept their eyes on the goals, but they also had to be flexible and agile and they had to change for the circumstances and they could see things that they never saw before. So, and I might give some examples if you want some in a moment. And then the other element that was so important was a people-centric culture. That the companies that thrived thought about their people, they thought about them as family, you know, not worrying about, you know, we have to lay people off or we have to do this and that they're thinking about how can we keep our people here?

Marsha:

They're our family. And I think you see now even a heightened awareness of wellbeing, but before the pandemic, yeah, wellbeing is around. But right now it's very important. And I think it actually began at that time where everybody was in the same boat, we were all working from home, having kids at home, you know, things happening, dogs coming in our Zoom meetings, our animals and everything else going on, that we had to change. And some of those things brought humor into what we did. And when you bring these things together, the business focus with the visionary leadership and the people-centric culture, those items mixed together, came to what I called a zone of thriving.

Neha:

Wow. That was very insightful. And thank you for bringing the human bit in it. It is true that the pandemic did bring out that human side of us. We were more real on those Zoom calls than we are in the actual office setup.

Marsha:

Yes. Like I'll just give you example of one company, they were in the concession food truck business. Now during COVID, there was no food truck business to go to, people were not going out to eat. All their orders were canceled. And they were the top food truck company basically in United States and everything came to standstill. So they thought, how can we keep our people working when we don't have a business anymore for a while? And so they developed and they saw, looked at everything they had, they basically reenvisioned what they could do. And they started a hand washing station business. And they cuz they had the products, they had the manufacturing process, they had the people and that's what they launched. And then they started selling these hand washing stations. And the University I worked at, they put them in, people put 'em in venues and they're really cool. You don't need to touch anything. There's three stations, you're six feet from each other. And then you wash your hands and your, the soap is there. You wash your hands, you dry your hands. It takes like 20 seconds. And then the next person could go. So that's the very ingenious idea that came just because they cared about their people.

Neha:

Wow. That was pure genius, I agree, Marsha and thank you for also volunteering a bit ago to talk about some examples. And let's talk about the six Rs of resilience. That's something that also stayed with me. Can you give us some examples of what that means for a management accountant?

Marsha:

Yeah. And when we talk about the six Rs, let me mention them, under visionary leadership, there's reflect and reimagine. Under business focus, there's reevaluate and reinvent. Under people-centric culture is reconnect and recharge. And again, you know, it's the six RS, resilience, you know, was a way to model these things, these different ideas. So the first example already talked about was visionary leadership, you know, reflecting and reimagining, you know, w...