The Five Secrets of COSE
Thirty years ago, the founders of the Council of Smaller Enterprises (COSE) devised a way to amalgamate masses of Northeast Ohio small businesses into a legendary organization. COSE was born and has thrived because it embraced five secrets for success.
1. Focus on a large, underserved constituency and earn their trust.
The organization’s leadership quickly recognized the clout that could result from harnessing the region’s small businesses. But herding the small business cats into the COSE corral was no small task. It’s been said, “You can always tell an entrepreneur, but you can’t tell them much.” So rather than tell small businesses what COSE could do, those early COSE folks decided instead to listen to what businesses needed. That simple idea led to an explosion of insight about needs and interests in the marketplace. Three broad areas sprang up almost immediately—group purchasing, business networking and political advocacy.
2. Infuse those who will lead with passion and a sense of urgency.
The best characterization of early proceedings was summed up by one of the founders, “…agendas riddled with pain and opportunity played out in volleys of oaths and commitments.” COSE leaders were, and are, passionate about the organization and its mission. COSE staff, seldom winners of Ms. or Mr. Congeniality, was no less committed to pursuing the mission of the organization. If the focus was not always as sharp as it could have been, the direction was clear and the atmosphere was charged with a sense of urgency.
3. Interact feverishly.
Early COSE roundtable discussions involving rooms full of entrepreneurs highlighted several, almost universal, conditions surrounding small business ownership and management.
Selling and business development are always at, or near, the top of the must-do list. Building and nurturing business referral networks has been a staple of COSE programs throughout the organization’s history.
For small business owners, “It’s lonely at the top” is particularly fitting. Many small business people don’t have easy access to others who know and understand the unique problems they face. Over the years, “Club COSE” developed numerous forums where business people could interact, exchange ideas, provide mentoring or just plain commiserate with each other. Strange vocabularies evolved around these processes—“Snakes,” “Mongooses,” “the BAHs” and “Planning Heathens” among them. The dynamic tension of interaction among employees and volunteers (COSE Folks), as well as the interaction of COSE Folks with people who impact small business, has always been the mainstay of this organization. In 1992, when President Bush addressed the nation from Cleveland, he said of COSE, “You talked with us in the White House, you’re the reason we’re here.” From Cleveland City Hall to the Governor’s Mansion to Washington, D.C.—COSE Folks interacted feverishly and accomplished some amazing stuff.
4. Understand your marketplace.
Asked what growing a company really means, one tax-savvy entrepreneur says, “breaking even at higher and higher dollar levels.” COSE has long used this model for managing its own financial matters. Early in its history, COSE people deduced the “membership value proposition.” The formula is simply {(cost saving benefits + valuable services) > dues}. The health of the organization, after 30 years, shows that the formula works and that, for the most part, COSE produced superior benefits and services. On occasion, however, we have seen evidence that failure to heed the mandate of the formula will result in stagnation or even decrease in members. COSE understands that it exists to serve its marketplace.
5. Remember your roots and keep your sense of humor. “What’s big on the outside and little on the inside?” Answer: COSE, a large small business organization. COSE’s spokespeople have, on occasion, forgotten that attention showered upon them during their tenure had nothing to do with their personal magnetism. Our leaders are briefly a big deal, then—poof—they’re gone.
Who can remember, for instance, the chairperson who forced an Indian’s catcher to take several steps toward right field to retrieve the ceremonial first pitch? Who knows which COSE leader simultaneously got Bernie Kosar fired while embarrassing the governor’s wife with a single phrase uttered from the speaker’s dais …or which staff person, when asked about his impression upon meeting the President said, “He’s got a manly growth of ear hair.”
Recalcitrance, repartee and roasts may be COSE’s three R’s. But in an amazing, if perverse way, the organization’s mission has consistently been fulfilled and its influence, widely envied, will likely be felt long after this 30th year celebration.
Back