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Are all Small Business Owners (SBOs) built the same? Not even close. From their goals to their frustrations, we’ve discovered two very different ways of thinking when it comes to Small Business Owners.

Using famed American psychologist Dr. Carol Dweck’s concept of Fixed vs. Growth Mindsets, we wanted to find out what’s behind the unique minds of SBOs. Two emerged as the most prominent and widely divergent—The Artisan and The Crusader. What we found were very different measures of success, different long-term goals, and different areas where marketers are falling short. Together, they can help brands like yours. You can better understand who you are talking to and why a one-size-fits-all message simply isn’t going to work anymore.

Want to find out more about the mindsets of Small Business Owners? Talk to us

directly at sfeldman@thecargoagency.ca

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