Chapter 6 of Company of One, titled “Personality Matters,” delivers a powerful message: to succeed as a small, lean business, you must be intentionally different. This idea is perfectly captured by Paul Jarvis’s quote, “Companies of one have to be the pistachio ice cream of their market” (2019, p. 98). In a world full of generic vanilla, pistachio stands out. It is not for everyone, but it creates fierce loyalty in those who love it. Similarly, small companies must embrace what makes them unique, even if that means repelling those who do not align with their brand.

Jarvis emphasizes that customers hold the power in today’s economy (p. 97). With access to countless choices and instant reviews at their fingertips, consumers have more influence than ever. A few bad reviews, or glowing ones, can shift the public’s perception of you and your company in a moment. I have definitely experienced this in my own buying decisions. Whether I am choosing a restaurant, clothing, or a local service provider, I rarely make a purchase without checking out what others are saying first. Reviews, social media posts, and brand reputation all matter. This consumer power means that businesses, especially companies of one, must focus less on mass marketing and more on crafting an authentic, emotionally resonant brand that connects with their niche audience (p. 103-104).

So, how does an entrepreneur grab and hold attention in a crowded marketplace? According to Jarvis, by showing their personality (p. 98). People want to buy from people, not faceless corporations (Eichinger et al., 2021). Emotion builds connection, and connection builds trust. When we see personality in a brand, we feel like we are supporting someone we know and believe in, not just a product (Eichinger et al., 2021). Jarvis warns that trying to appeal to everyone makes your brand bland and forgettable, just like vanilla ice cream (p. 100). And while vanilla may be popular, it rarely inspires loyalty. Nobody raves about vanilla ice cream, but pistachio? People will drive out of their way for it.

• What does “being pistachio” look like for your own brand or business ideas?
• Are there aspects of your personality that you have been hiding in your professional life that might actually help you stand out?
• Have you ever supported a small business because of the owner’s authenticity or bold stance? What drew you in?

This principle is especially important for small businesses and solo entrepreneurs. Without large marketing budgets or massive teams, we cannot afford to be forgettable. We must be memorable, and being memorable sometimes means being polarizing (p. 102). Jarvis wisely reminds us: if you stand for something, you will inevitably turn some people away (p. 100). But that’s okay. The people who resonate with your message (the pistachio lovers) will become your most loyal customers (p. 103). These are the customers who not only stick around but also spread the word about your brand.

• Are you comfortable with the idea of losing customers who aren’t the right fit? Why or why not?
• What are you willing to take a stand on, even if it means losing potential business?
• Does your current brand or business clearly communicate what you believe in?

To better understand how to amplify this personality-driven approach, one useful tool is Sally Hogshead’s Fascinate Test. This test reveals how the world sees you at your best: what makes your personal or professional brand intriguing, magnetic, and valuable. Understanding your primary “Fascination Advantage” helps you lean into your most compelling traits, so you can present yourself and your business in a way that captures attention and builds trust (Hogshead, n.d.). Whether your style is Passion (emotional connection), Innovation (creative problem-solving), or Power (confidence and leadership), the Fascinate framework helps you stand out in an authentic way (Hogshead, n.d.).

In conclusion, Chapter 6 is a call to embrace who you truly are and reflect that in your business. A company of one does not win by being everything to everyone. It wins by being something special to someone. Whether you are quirky, bold, innovative, or deeply empathetic, there is a customer out there who is looking for exactly what you offer. So, be like pistachio ice cream. Let your brand’s personality shine, connect emotionally, and do not fear losing a few customers along the way, because the ones who stay will be the ones who truly matter.

• What do you want your customers to remember about you?
• If someone were to describe your brand in one word, what would you hope it would be?

References

Eichinger, I., Schreier, M., & van Osselaer, S. (2021, Nov 19). Why We Buy Products Connected to Place, People, and Past. Retrieved from Harvard Business Review: https://hbr.org/2021/11/why-we-buy-products-connected-to-place-people-and-past

Hogshead, S. (n.d.). You’re five minutes away from discovering how the world sees you. Retrieved from Unlock Your Fascination Advantage: https://sallyhogshead.com/htwsy/

Jarvis, P. (2019). Company of One: Why staying small is the next big thing for business. New York: Harper Collins Publishers.

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According to Hogshead’s Facinate Test, my primary advantage is Mystique.