WITH SHAWNA SUCKOW
The Small Business Advantage Podcast for small business owners, entrepreneurs, marketers, and leaders who are done playing small - and ready to win by being exactly who they are.
Underestimated is a podcast for small business owners, entrepreneurs, marketers, and leaders who are done pretending to be bigger than they are - and ready to win by being exactly who they are.
Every episode delivers real talk, real strategy, and real results from people who've stopped playing by big-business rules. We dig into consumer behavior, marketing psychology, and the unique advantages that only small businesses have.
"Small businesses have been underestimated for decades. That turns out to be their greatest advantage." - Shawna
✦ LATEST EPISODE
Editor Barbara Scofidio brings 30+ years of media expertise to this conversation about earning free press: building editor relationships, creating newsworthy events, leveraging LinkedIn, pursuing awards, and pitching articles that actually get picked up.
EP #9
Editor Barbara Scofidio shares 30+ years of media expertise on earning free press, building editor relationships, and pitching articles that actually get picked up.
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EP #8
Taxidermy and cheese. Duck Donuts and craft beer. Death Cafes in 97 countries. Shawna makes the case for weird, unexpected business collaborations that earn free press and build community.
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EP #7
If your AI tool stack feels like a second job, you're doing it wrong. Shawna shares the only five AI tools small business owners actually need.
ACCESS THE EPISODEYOUR PODCAST HOST
Hello,
I'M SHAWNA SUCKOW.
A consumer behavior expert, small-business expert, and host of Underestimated - the podcast for small business owners who are tired of being told to act bigger.
For over 15 years I sat on the buying side of the table - evaluating pitches, making decisions, and watching businesses win and lose on things they never even tracked. Now I'm sharing everything I know so that small businesses can stop guessing and start winning.
✦ THE STORY BEHIND WHY ✦
I started this podcast because I kept hearing the same thing from small business owners: "I feel invisible." They were doing great work, serving real people, making real differences - but they were trying to compete with big brands by playing big-brand games. And it wasn't working.
The truth is, being small isn't a disadvantage. It's your greatest competitive weapon. Big brands can't be personal. They can't be agile. They can't be you. But somewhere along the way, the business world convinced small business owners that they needed to imitate large companies to succeed. That's exactly backwards.
Every episode of Underestimated is built around one simple idea: you don't need more resources - you need a better strategy. And that strategy starts with understanding exactly who your customer is today, what they actually want, and why your authentic "smallness" is the thing they've been craving.
This isn't a podcast about hustle culture or growth hacking. It's about sustainable, human-first business that wins in the real world. Welcome to Underestimated.
