Last year, Confero was named the 2024 Top Small Business of the Year by the U.S. Chamber
of Commerce and recognized in the Enduring Business category. As we move toward
October 7th, when the 2025 honoree will be announced, I’m excited to cheer on this year’s
winners and reflect on what “enduring” has meant for us.
What Counts as “Small Business”?
The U.S. Chamber defines small business as:
• Fewer than 250 employees
• Less than $20 million in annual revenue
This means the recognition spans a wide swath—from early-stage startups to established
firms with decades of history.
What It Means to Endure
People often ask me what has kept me so engaged in this company for nearly four decades.
The truth is: endurance is about adaptation. It’s about finding a way to thrive because of,
and in spite of, whatever circumstances arise. Sometimes those changes create opportunity.
Other times, they force you to regroup and reimagine.
In the 1990s, I learned one of my hardest lessons. We had concentrated too heavily on one
industry. When a recession hit, our revenue plummeted. That experience taught me the
value of diversification. Today, Confero proudly serves clients across many
industries—restaurants, retail, grocery, automotive, banking, travel, and beyond. That
variety not only protects us, but it also fuels innovation as ideas cross-pollinate across
sectors.
Entrepreneurs and the Waves of Change
Entrepreneurs are a funny lot. We like change. We scan the horizon, anticipate what’s next,
and adapt our business models to meet it. But change doesn’t always come in predictable
patterns. It’s like the ocean: the tides are certain, but the waves are not.
Over 39 years, our industry has transformed with new technologies, shifting customer
demographics, and evolving client needs. During the pandemic, for example, our clients had
to pivot overnight—from in-store service to buy-online-pick-up-in-store, curbside delivery,
and multiple digital channels. Each new service model created potential customer pain
points—and new opportunities for us to help.
Looking Ahead with AI
Now, we are again at the edge of another horizon: artificial intelligence. At Confero, we are
reinvesting, retooling, and rethinking what’s possible in the age of AI. Our clients are doing
the same. Together, we are developing new services and technologies that give businesses
better insights, faster results, and stronger customer connections.
Why I Still Love This Work
What keeps me interested after all these years? It’s simple: change. The challenge of it, the
opportunity in it, the way it pushes us to evolve. What was good enough yesterday isn’t good
enough today. That might feel daunting, but it’s also what makes this work so rewarding.
To endure is not just to survive—but to thrive, to grow, and to help others do the same.
That’s the story of Confero. And it’s why being recognized last year as an Enduring Business
meant so much to me.
As I appreciate the reflections on Confero’s enduring in business, I will also look forward to October 7th,
when a new company will receive this honor. I’ll be there, applauding them, and celebrating the spirit
of small business—an engine of resilience, innovation, and possibility.
To endure is not just to survive—but to thrive, grow, and help others do the same.
can help you stay ahead.
Summary