E41: Neutrality is Bad for Your Business: A Pre-Election PSA for Small Business

Episode 41 Featured Image Neutrality in Business

Have you ever been told that when doing business you need to check your opinions on politics and religion at the door?

I received this advice from a former mentor, and I’ve spent the past eight years proving him wrong.

In today’s social media world, neutrality is not an option. Not only is neutrality morally bankrupt, but it’s also bad for your business.

Effective marketing is customer-focused. Right now, our customers are living in a world where people are scared and dying. Institutions and traditions we’ve relied on for generations are being turned on their heads. Belief systems are being turned inside out.

What your customers need from you now is surety about where you stand. Trust is hard to come by right now. Your audience needs to be able to trust that your values are in line with theirs before they will trust you with their money.

And if you truly want to #DoBetterDigital, you cannot sit on the fence about issues that so deeply impact the lives of your audience.

Please understand that I am not advocating arguing on social media or even backing a particular political candidate.

I am advising that you gather your courage, step out in confidence, and clearly communicate your values as a company.

What does taking a stand look like, and why is it vital to the success of your business, now more than ever? Join me in today’s episode to find out. Listen now.


If you are neutral in situations of injustice, you have chosen the side of the oppressor. If an elephant has its foot on the tail of a mouse and you say that you are neutral, the mouse will not appreciate your neutrality.” Desmond Tutu

Also Available on YouTube with Custom Captions for Non-Hearing

Episode 41 Recap

  • [4:10] The worst advice I ever received about how to run a business

  • [8:44] Why neutrality is bad for business if you want to connect with today’s audience

  • [12:10] What taking a stand looks like in your marketing strategy

  • [14:23] What taking a stand shouldn’t look like if you want your messaging to be clear

  • [20:01] An action to consider for your company on the day after the election

Resources Mentioned in Episode 41

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Small Stage, Big Impact is hosted by Renia Carsillo (that’s me!). I am hardcore passionate and committed to bringing the systems and strategies that give big brands an unfair advantage to local businesses. For that reason, I created the Local Rock Star Intensive, where I help local business owners use their small stage to have a BIG impact. Thank you for being here and reading this far!

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