Last week, I had a conversation with a friend that brought this question back to the surface—and inspired me to write this article.    

When I started my first company, it was just me—one person—in a tough market like Yemen. Since then, one question keeps coming up whenever I talk with fellow small business owners about B2B: Which type of client is better for you?    

Now that I'm working in a stronger market like the Netherlands and dealing with a wider range of clients—from East to West—I still find this a relevant and important question to explore.    

While I'm writing this from the perspective of someone who works in creative services, I believe many of the points I’ll mention apply to almost any kind of business.

‍In theory, big companies might offer better compensation and a more stable income over time—assuming, of course, that they’ll bring you a steady flow of projects. They can also boost your portfolio, which is really helpful when you're still trying to grow your name in the market.    

     BUT...    

     Based on my experience in the service business—and after years of working with small businesses, even after my own company grew—I’d love to share a few points you should keep in mind on your journey:    

• Relationships with small businesses are often personal. You get to know the owner—and in many cases, the entire team. These connections grow into a powerful network over time. Many of those people will eventually move on to corporations, startups, or government roles, opening doors for you in ways you can’t predict.
• Small business owners become advocates for your work, something rarely seen with established business leaders—in fact, often the opposite. Throughout my career, I've noticed that some larger clients prefer not to mention who helped them achieve their success.
• Decision-making is faster. Small businesses don’t have the endless approval layers, so things move quickly and efficiently.
• Payments tend to be smoother. You can set clearer terms, and often, you get paid faster. Bigger companies come with longer payment cycles and a lot more waiting.
• You grow faster. Working with small businesses usually means wearing multiple hats, which helps you build a broader skill set and deeper understanding.
• Small clients won't remain small forever, and some will evolve into major companies, giving you a strategic advantage. You'll know their full story—their struggles, challenges, and often their vision, positioning you as a valuable long-term business partner.
• It’s often less stressful and more flexible.
• Working with small businesses doesn’t mean working for less. Be fair, of course—but fair doesn’t mean cheap.
• You often have more creative freedom. Small businesses are more open to trying new ideas. They’re listening, curious, and not as tied up in red tape or fear.

     So if you’re just starting out or even a few years in—don’t underestimate the value of working with small businesses. It might not always look fancy, but it’s often where the most meaningful growth begins.    

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