A strange phenomenon seems to take place when a person strikes out on their own. They seem to be embarrassed at their size and try to appear larger. Then when they get big, publicity companies make a fortune on them trying to make them appear more down to earth and personable. The truth is that small companies have a distinct advantage in service than do bigger ones and everyone knows it, but for the small business owner. The larger companies understand that people will pay more for excellent service and advice. The small business person has much more control over these things than does a bigger company. That’s why the bigger ones will always compete on price. If you play with their rules, you will lose. Make them realize that they can’t play with your rules and give knock your socks off service. The customers will race to your front door for more.