Topic 2: Understanding and Communicating Risk Exposure and Costs

Challenging the 'Why' of Small Business Preparedness

Why is it that so few small businesses prepare for emergencies? Or is that even the right question... Maybe the question should be more along the lines of, Why do so few small businesses focus on preparedness in response to the avalanche of messages prompting them to do so?I submit that the breakdown is not with the business owner not wanting to prepare but more so with the way in which the message of preparedness is structured. Currently, the predominant message within the preparedness effort seems to be, Either develop a preparedness plan or your business will probably not survive the next disaster. Though this is true, the message itself is based on inciting a fear response from the receiver. If you don't follow this advice, something bad is going to happen. In working with business owners and entrepreneurs through the past eight years, I have found them to be decision makers, willing to take a significant risk in order to make their dreams a reality and pretty much aware of the consequences of failure. I believe that we need to challenge the prevailing fear-based message currently being used to promote small business preparedness and focus more on an incentive based message. Leaders within a small business do not respond as readily to a message of fear as they do to one that appeals to their ability to grow their business. More discussion available within the blog entry, http://www.tpargroup.com/2014/01/16/small-business-preparedness/ .

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Idea No. 1660