A great city is typified by character and the character of great cities is often built on the bedrock of small businesses. Conversely: Chain shops smooth over the character of cities into anodyne nothingness. Think about a city you love — it’s likely because of walkability, greenery, great architecture, and fun local shops and restaurants. Only psychopaths love Manhattan because of Duane Reade. If you’ve ever wondered why overtourism can be a kind of death for parts of a city (the parts that involve: living there, commuting there, creating a life there) it’s because it paradoxically disincentivizes building small businesses.1 Nobody opens a tiny restaurant or café to be popular on a grand, viral scale. Nor do they open them to become rich.2

So why do people open small shops? For any number of reasons, but my favorite is: They have a strong opinion about how some aspect of a business should be run, and they want to double down on it. For example, forty years ago Terui-san, the owner of jazz kissa Kaiunbashi-no-Johnny’s up in Morioka, was like: Hmm, nobody is spinning wa-jyazu (Japanese jazz),3 so I’m only going to rock it. That led to a bunch of cool knock-on connections, not the least of which was a lifelong friendship with the incredible Akiyoshi Toshiko. That singular thing can drive an initial impulse, but small business purpose quickly shifts into: Being a community hub for a core group of regulars. That — community — is probably the biggest asset of small business ownership. And the quickest way to kill community (perhaps the most valuable gift for running a small business) is to go viral in a damaging way.