How “Selling Joy” Can Set Your Small Business Apart

In the grind of running a local business—whether you’re managing the morning rush at the coffee shop, restocking shelves at the hardware store, or keeping the books for a boutique—it’s easy to get lost in the mechanics of what you are selling. But a recent article in the Harvard Business Review suggests that to truly thrive in today’s market, we shouldn’t just focus on the product. We need to focus on the joy.

The article, titled "To Set Your Brand Apart, Create Moments of Shareable Joy," was co-authored by a trio who know a thing or two about small-town success: Brent Ridge and Josh Kilmer-Purcell (founders of Beekman 1802) and industry expert Larissa Jensen.

If the names Ridge and Kilmer-Purcell sound familiar, they should. They are the "Beekman Boys" who famously transformed a historic farm in Sharon Springs, New York (population: roughly 500), into a global lifestyle brand. They didn’t do it with a massive advertising budget; they did it by leaning into the very things that make small towns special.

Here is how their high-level business advice applies right here to our local business community.

1. Turn the Mundane into Magic

The authors argue that successful brands "translate everyday indulgences into aspirational experiences." In plain English? Make the little things feel like a big deal.

For a small-town business, this is low-hanging fruit. If you run a bakery, don’t just hand over a donut in a wax bag. Maybe add a sticker with a funny quote, or create a "Saturday Morning Ritual" club. If you’re a mechanic, leaving a mint on the dashboard or a thank-you note on the passenger seat turns a grudge purchase (car repair) into a moment of pleasant surprise. You aren't just fixing a car; you're taking care of a neighbor.

2. Embrace Nostalgia

The article highlights that "nostalgia and escapism" are powerful tools. In a world that feels increasingly fast and digital, people are craving the comfort of the past.

Our town is full of history, and local businesses are the keepers of that flame. Does your building have a story? Tell it. Do you use a recipe from your grandmother? Put her picture on the counter. Big box stores try to manufacture that "hometown feel" with focus groups and expensive decor. We have the real thing. Lean into it.

3. Create "Shareable" Moments

This is the modern word-of-mouth. The authors discuss creating moments that spark "viral joy." This doesn't mean you need to do a silly dance on TikTok (unless you want to!). It means giving your customers something so delightful they have to show a friend.

It could be a chalkboard with a daily joke outside your shop, a beautifully arranged window display, or a menu item with a funny name. When a customer snaps a photo and posts it online, they are endorsing you to everyone they know. Give them a reason to take that picture.

4. Community Over Commerce

Finally, the article emphasizes fostering connection through "purposeful content and community." The Beekman Boys revived their town not just by selling goat milk soap, but by organizing harvest festivals and inviting the world to visit.

Local businesses are the heartbeat of our community. When you host a workshop, sponsor a Little League team, or partner with another local shop for a giveaway, you aren’t just marketing; you are building a tribe. Customers come for various reasons, but they stay for the connection.

The Bottom Line

You don’t need a Harvard degree or a Manhattan budget to apply these lessons. In fact, small-town businesses are better positioned to deliver "joy" than almost anyone else. We all have charm and a small town friendly culture that delivers joy.

This week, try to find one way to inject a little unexpected joy into your business. It might just be the best investment you make all year.