Bigger is always better, right? Not always. In a world where nothing seems to stay the same, businesses need to constantly be adapting, reading their context and moving with the times. Yet this becomes increasingly difficult to do the bigger an organisation becomes. That’s why we’ve made staying ‘small’ one of our big values…
If you’ve ever witnessed first-hand a company that started out small and then rapidly grew – you know this already. A subtle lack of flexibility can easily seep into the bones of big business—until bureaucracy strangles the life out of every new idea, fledgling strategy or bold new initiative. Understandably, it just becomes much easier to stick with what you know and tow the old company line.
And herein lies the inherent weakness in ‘big’. The very size that makes one appear formidable can also be its greatest downfall. It’s the classic David vs Goliath story, played out through the centuries again and again. It’s the underdogs who go on to defeat the top dogs (despite considerable odds). It’s perceived disadvantages that in fact turn out to be the keys to triumph.
And it’s what makes us at Hluma so happy to stay ‘small’. Not small in our thinking, creativity or reach, but small in our approach. Let me explain why, as a creative media agency, we’re so big on small:
Bigger = bloated
Big companies’ sheer weight produces an entire extra level of administration, overheads and middle management. In contrast, in a smaller company, everybody has to get stuck in. Pared down, nimble and fast, there are no middlemen here. Rather, at Hluma, you’ll find a honed collective of passionate people – each having sharpened their skills in their individual fields so that together – we can deliver world-class work on time, within budget, every time.
Smaller = hungrier
Perhaps you recall Avis’ famous campaign from the 1960s, that proudly extolled their position as ‘Number 2’ in the car rental service? They tapped into this great truth: that when you’re not the biggest player, you play that much harder. The same is true for us. Although we’re a collective of individual experts in our various fields, together, we give 110% to every project we’re part of. Partly, because we still have so much to prove.
Smaller = less silos
In a traditional, bigger agency, everyone sticks to their lane. Often, to a ridiculous degree. Yet silos have no place in a small company, where everyone knows your name and knows that when the need arises, everyone is happy to roll up their sleeve and pitch in. No matter their job title.
Smaller = sharper
In contrast to the former point, a lack of silos needn’t lead to worn-out generalists. In fact, our smaller team is largely comprised of highly specialised individuals who work on a contract-by-contract basis. This way, our business model remains relatively light-footed, able to pivot as the needs of our clients change. And each team member that joins our collective brings with them the kind of experience, drive and sharp focus that only highly successful, sought-after freelancers can sustain. Much has already been written about the ‘gig’ economy, and while there are certainly both pros and cons, we’ve found that there are plenty of media specialists that would far rather contract their skills and partner as a collective, rather than stay stuck in the corporate cogs.
Each one of us – a unique arrow in our ever-growing quiver of skills and services. Each one of us – happy to be united, yet independent too. Each – convinced that ‘great’ and ‘small’ needn’t be mutually exclusive values.
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