Fundamentals

In the bustling world of Small to Medium-Sized Businesses (SMBs), the term ‘Cultural Implementation Measurement‘ might sound like jargon reserved for large corporations. However, it’s a crucial concept, even for businesses with just a handful of employees. At its heart, it’s about understanding and gauging how well your desired company culture is actually living and breathing within your SMB.

Think of your company culture as the personality of your business ● the values, beliefs, and behaviors that shape how your team works and interacts. Cultural Implementation Measurement, in simple terms, is the process of checking if that personality is developing as you intended and if it’s helping your business thrive.

Why Culture Matters for SMBs

For SMBs, culture isn’t just a nice-to-have; it’s a foundational element for success. Unlike large corporations with established processes and deep pockets, SMBs often rely on agility, innovation, and a strong sense of team spirit to compete. A positive and well-implemented culture can be a significant competitive advantage. It can attract and retain top talent, boost employee engagement, and drive productivity.

Conversely, a toxic or misaligned culture can lead to high turnover, low morale, and ultimately, hinder growth. Therefore, understanding and measuring cultural implementation Meaning ● Cultural implementation, within the SMB arena, directly addresses how new systems, automation initiatives, or growth strategies are integrated with the existing work habits, beliefs, and accepted practices of employees. becomes paramount for SMBs aiming for sustainable growth and efficient operations.

Imagine a small tech startup aiming to be innovative and collaborative. Their desired culture is one of open communication, idea-sharing, and rapid iteration. Without measuring if this culture is actually taking root ● are employees comfortable sharing ideas? Is collaboration happening effectively?

● the startup might find itself struggling to innovate, despite its intentions. Cultural Implementation Measurement provides the insights needed to ensure the desired culture is not just a statement on the wall, but a lived reality.

Core Components of Cultural Implementation Measurement

Even at a fundamental level, understanding the components of Cultural Implementation Measurement is essential for SMBs. It’s not about complex metrics or expensive surveys; it’s about understanding the key elements and how to observe them in your daily operations. These core components can be broken down into a few key areas:

1. Defining Your Desired Culture

Before you can measure anything, you need to know what you’re aiming for. This starts with clearly defining your desired company culture. What values do you want to embody? What behaviors do you want to encourage?

For an SMB, this might be a collaborative culture, a customer-centric culture, or a culture of innovation. The definition should be specific and actionable, not just vague aspirational statements. For example, instead of saying “We value teamwork,” define what teamwork looks like in practice ● “We encourage cross-departmental collaboration on projects and value shared problem-solving.”

2. Identifying Key Indicators

Once you have defined your desired culture, the next step is to identify key indicators that show whether that culture is being implemented. These indicators are observable behaviors, actions, or outcomes that reflect the presence (or absence) of your desired cultural traits. For SMBs, these indicators should be practical and easy to track. Examples include:

• Employee Feedback ● Are employees voicing their opinions and ideas? Are they comfortable providing feedback?
• Collaboration Levels ● Are teams working together effectively? Is there cross-departmental communication?
• Customer Satisfaction ● Is the culture translating into positive customer experiences? Are customers satisfied with interactions?
• Innovation Rate ● Are new ideas being generated and implemented? Is the company adapting to change?
• Employee Retention ● Are employees staying with the company? Is turnover low, indicating a positive work environment?

These indicators act as tangible signs that your culture is taking shape. They move beyond abstract concepts and provide concrete areas to observe and assess.

3. Gathering Data (Simple Methods for SMBs)

For SMBs, data gathering for Cultural Implementation Measurement doesn’t need to be complicated or expensive. Simple, readily available methods can provide valuable insights. These methods include:

1. Informal Conversations ● Regular check-ins with employees, open-door policies, and casual conversations can provide a wealth of qualitative data Meaning ● Qualitative Data, within the realm of Small and Medium-sized Businesses (SMBs), is descriptive information that captures characteristics and insights not easily quantified, frequently used to understand customer behavior, market sentiment, and operational efficiencies. about how employees are experiencing the culture.
2. Short Surveys ● Simple, anonymous surveys with a few key questions related to cultural values and behaviors can be a quick way to gather employee feedback.
3. Observation ● Observing team meetings, interactions between employees, and how decisions are made can provide direct insights into cultural practices.
4. Exit Interviews ● Understanding why employees leave can reveal areas where the culture might be falling short.

The key is to choose methods that are practical and sustainable for your SMB, and that provide meaningful data related to your chosen cultural indicators.

4. Basic Analysis and Action

Once you’ve gathered data, even simple analysis can be insightful. Look for patterns and trends in the data. Are there areas where your desired culture is strong? Are there areas where it’s lacking?

For example, if survey results consistently show low scores on “open communication,” it indicates a gap between your desired culture and the reality. The final step is to take action based on your findings. This might involve adjusting communication strategies, implementing new training programs, or reinforcing desired behaviors. Cultural Implementation Measurement is not just about collecting data; it’s about using that data to improve your culture and drive positive business outcomes.

For SMBs, Cultural Implementation Measurement Meaning ● Implementation Measurement ensures planned business actions are executed effectively and yield desired outcomes for SMB growth. is about understanding if your desired company personality is taking shape and driving business success through simple observation and feedback.

In essence, at the fundamental level, Cultural Implementation Measurement for SMBs is about being intentional about your culture, observing its manifestations in your daily operations, and making adjustments to ensure it aligns with your business goals. It’s a continuous process of defining, observing, and refining, helping your SMB build a strong foundation for growth and success.

Intermediate

Building upon the foundational understanding of Cultural Implementation Measurement, we now delve into an intermediate perspective, focusing on more structured approaches and deeper analytical insights relevant for growing SMBs. As SMBs scale, their cultures naturally evolve, and a more deliberate and systematic approach to measurement becomes increasingly critical. At this stage, Cultural Implementation Measurement transitions from informal observation to a more formalized process, utilizing specific tools and frameworks to gain a nuanced understanding of cultural adoption and its impact on business objectives. This intermediate stage is about moving beyond basic awareness to proactive management and optimization of company culture.

Structured Frameworks for Cultural Implementation Measurement

While informal methods are valuable, intermediate Cultural Implementation Measurement benefits from adopting structured frameworks. These frameworks provide a systematic approach to define, measure, and manage culture. Several frameworks are adaptable for SMBs, offering varying levels of complexity and focus:

1. Denison Model

The Denison Organizational Culture Meaning ● Organizational culture is the shared personality of an SMB, shaping behavior and impacting success. Model is a widely recognized framework that links culture to organizational effectiveness. It focuses on four key cultural traits ● Mission, Adaptability, Involvement, and Consistency. Each trait is further broken down into sub-dimensions, providing a comprehensive view of organizational culture. For SMBs, the Denison Model offers a robust yet understandable framework for assessing culture across these critical dimensions.

It allows for a structured survey-based approach to quantify cultural perceptions within the organization. SMBs can leverage validated Denison survey instruments or adapt them to their specific context to gather data and benchmark their culture against industry norms or best-in-class organizations.

Applying the Denison Model in an SMB Context ● An SMB in the manufacturing sector aiming for operational excellence could use the Denison Model to assess its culture. For example, under the ‘Consistency’ trait, they might examine ‘Core Values’ and ‘Agreement’ sub-dimensions. Surveys and focused group discussions could explore the extent to which employees understand and align with the company’s core values and if there’s a shared understanding of operational procedures and quality standards. This structured approach provides actionable data to identify areas for cultural strengthening to support operational excellence.

2. Competing Values Framework (CVF)

The Competing Values Framework (CVF) categorizes organizational cultures along two dimensions ● Flexibility Vs. Control and Internal Focus Vs. External Focus. This results in four culture types ● Clan (collaborative, people-focused), Hierarchy (controlled, process-oriented), Market (competitive, results-driven), and Adhocracy (dynamic, innovation-focused).

The CVF is valuable for SMBs to understand their dominant culture type and whether it aligns with their strategic goals. It encourages a nuanced understanding that different culture types have different strengths and weaknesses, and the “best” culture depends on the SMB’s industry, strategy, and stage of growth.

Using CVF for SMB Strategic Alignment ● A rapidly growing tech SMB might identify its current culture as predominantly ‘Clan’ due to its startup origins, emphasizing collaboration and internal cohesion. However, as they scale and enter more competitive markets, they might strategically need to shift towards a ‘Market’ culture to drive performance and external focus. The CVF helps them assess their current cultural profile, define their desired future culture, and measure the progress of cultural implementation towards that strategic goal. Measurement can involve cultural audits, employee surveys designed around CVF dimensions, and qualitative assessments of leadership styles and organizational practices.

3. Organizational Culture Assessment Instrument (OCAI)

The Organizational Culture Assessment Instrument (OCAI) is a simpler, questionnaire-based tool derived from the CVF. It asks employees to assess their organization’s current and preferred culture across the four CVF culture types. The OCAI is particularly useful for SMBs due to its ease of use and quick insights.

It provides a snapshot of the prevailing culture and highlights the gap between the current and desired culture, indicating areas needing attention in cultural implementation efforts. The OCAI can be deployed regularly to track cultural shifts over time and assess the effectiveness of culture change initiatives.

OCAI for Tracking Cultural Change Meaning ● Cultural change, in the context of SMB growth, automation, and implementation, signifies the transformation of shared values, beliefs, attitudes, and behaviors within the business that supports new operational models and technological integrations. in SMBs ● An SMB undergoing a digital transformation might use OCAI before, during, and after the implementation of new technologies and processes. Initially, they might find a strong ‘Hierarchy’ culture resistant to change. After implementing change management Meaning ● Change Management in SMBs is strategically guiding organizational evolution for sustained growth and adaptability in a dynamic environment. programs and fostering a more ‘Adhocracy’ oriented mindset to embrace innovation, repeat OCAI assessments can track whether the culture is indeed shifting towards greater flexibility and adaptability, demonstrating the impact of cultural implementation efforts on supporting digital transformation.

Advanced Measurement Metrics and Tools

Beyond frameworks, intermediate Cultural Implementation Measurement involves utilizing more sophisticated metrics and tools to gain deeper insights. These methods provide quantitative and qualitative data to track cultural adoption and its correlation with business outcomes:

1. Employee Engagement Surveys (Detailed)

While basic surveys are useful at the fundamental level, intermediate measurement utilizes more detailed and frequent employee engagement Meaning ● Employee Engagement in SMBs is the strategic commitment of employees' energies towards business goals, fostering growth and competitive advantage. surveys. These surveys go beyond simple satisfaction scores and delve into specific aspects of the employee experience linked to cultural values. They might include questions related to Autonomy, Mastery, Purpose (drawing from motivational theories), Psychological Safety, Inclusivity, and alignment with company values.

Regular pulse surveys, conducted more frequently than annual surveys, allow SMBs to track cultural sentiment in near real-time and respond proactively to emerging issues. Platforms offering sentiment analysis Meaning ● Sentiment Analysis, for small and medium-sized businesses (SMBs), is a crucial business tool for understanding customer perception of their brand, products, or services. can further enhance the value of survey data.

Example of Detailed Engagement Metrics ● An SMB aiming for a culture of innovation Meaning ● A pragmatic, systematic capability to implement impactful changes, enhancing SMB value within resource constraints. might include survey questions like ● “I feel empowered to experiment with new ideas,” “My manager encourages me to take calculated risks,” “I have opportunities to develop new skills relevant to innovation,” and “I understand how my work contributes to the company’s innovation goals.” Analyzing responses to these specific questions provides actionable insights into whether the cultural environment truly fosters innovation.

2. 360-Degree Feedback

360-Degree Feedback provides a holistic view of an individual’s behavior and alignment with cultural values from multiple perspectives ● supervisors, peers, and subordinates. This method is particularly valuable for assessing leadership behavior and its role in shaping culture. It helps identify whether leaders are role-modeling desired cultural behaviors and reinforcing cultural norms effectively. For SMBs, 360-degree feedback should be implemented sensitively, focusing on development and cultural alignment rather than purely performance evaluation, especially in smaller, close-knit teams.

360-Degree Feedback for Cultural Leadership ● An SMB wanting to build a culture of customer-centricity can use 360-degree feedback to assess managers on behaviors like “Actively seeks customer feedback,” “Empowers team to resolve customer issues,” “Prioritizes customer needs in decision-making,” and “Communicates the importance of customer satisfaction.” This provides managers with specific feedback on how their actions are perceived in relation to the desired customer-centric culture and areas for improvement.

3. Qualitative Data Analysis ● Focus Groups and Interviews (In-Depth)

Quantitative data from surveys provides valuable insights, but qualitative data offers richer context and deeper understanding. Intermediate Cultural Implementation Measurement incorporates in-depth Focus Groups and Interviews to explore employee experiences, perceptions, and narratives related to the culture. Focus groups can uncover shared cultural understandings and norms, while individual interviews can provide nuanced perspectives and identify individual experiences that might be missed in surveys. Analyzing qualitative data using thematic analysis techniques can reveal underlying cultural themes, values, and potential areas of cultural friction or misalignment.

Qualitative Insights into Cultural Subcultures ● A growing SMB might suspect the emergence of subcultures within different departments. Conducting focus groups separately with teams from sales, marketing, operations, and engineering can reveal whether distinct subcultures are forming, whether they are aligned with the overall desired culture, and if any cultural conflicts or communication gaps exist between departments. Qualitative data provides the depth to understand the nuances of cultural dynamics within the SMB.

4. HR Analytics and People Data

Intermediate measurement leverages HR Analytics and people data to track cultural impact on key business outcomes. Metrics like Employee Turnover Rates, Absenteeism, Time-To-Fill Open Positions, Employee Performance Data, and Training Completion Rates can be analyzed in relation to cultural implementation efforts. Correlations between cultural metrics (e.g., engagement scores) and business metrics (e.g., customer satisfaction, sales growth) can provide evidence of the ROI of cultural initiatives. SMBs should ensure data privacy and ethical considerations when using HR analytics for cultural measurement.

Linking Culture to Business Performance ● An SMB investing in a culture of employee development might track metrics like training participation rates, internal promotion rates, and employee performance improvements post-training. By correlating these metrics with employee engagement scores and cultural survey data, they can demonstrate the link between their investment in cultural development and tangible business benefits like improved employee skills and career progression, ultimately contributing to higher organizational performance.

Intermediate Cultural Implementation Measurement uses structured frameworks, detailed metrics, and qualitative insights to proactively manage and optimize company culture for SMB growth.

At the intermediate level, Cultural Implementation Measurement for SMBs becomes a more strategic function, moving beyond basic monitoring to proactive management. By utilizing structured frameworks, advanced metrics, and both quantitative and qualitative data, SMBs can gain a deeper, more actionable understanding of their culture, enabling them to refine cultural implementation strategies and drive positive business outcomes. This level of sophistication allows SMBs to leverage culture as a strategic asset for sustained growth and competitive advantage.

Advanced

Advanced Cultural Implementation Measurement transcends basic frameworks and metrics, delving into the complex, dynamic, and often paradoxical nature of organizational culture within SMBs navigating rapid growth, automation, and sophisticated implementation strategies. At this expert level, we redefine Cultural Implementation Measurement not merely as a process of assessing cultural alignment, but as a continuous, adaptive, and strategically interwoven function that anticipates cultural evolution, leverages emerging technologies, and addresses the intricate interplay between culture, automation, and human capital in driving sustainable SMB success. It’s about understanding culture as a living ecosystem, constantly influenced by internal and external forces, requiring a multi-faceted, anticipatory, and deeply insightful approach to measurement and management.

Redefining Cultural Implementation Measurement for the Advanced SMB ● After a rigorous analysis of diverse perspectives from leading organizational culture research, cross-sectoral business influences, and considering the specific challenges and opportunities within the SMB context, we arrive at an advanced definition ● Cultural Implementation Measurement, in Its Most Sophisticated Form for SMBs, is the Strategic, Iterative, and Ethically Grounded Process of Continuously Sensing, Interpreting, and Responding to the Evolving Cultural Landscape of the Organization, Leveraging Both Quantitative and Qualitative Data, Advanced Analytical Techniques, and a Deep Understanding of Human Behavior and Organizational Dynamics, to Ensure That Culture Remains a Dynamic Enabler of Strategic Objectives, Particularly in the Context of Growth, Automation, and Complex Implementation Initiatives. This definition emphasizes the proactive, adaptive, and deeply analytical nature of advanced cultural measurement.

The Dynamic and Multi-Layered Nature of SMB Culture in the Advanced Context

Advanced Cultural Implementation Measurement recognizes that SMB culture Meaning ● SMB Culture: The shared values and practices shaping SMB operations, growth, and adaptation in the digital age. is not static or monolithic. It’s a dynamic, multi-layered construct influenced by numerous factors, especially as SMBs grow and adopt automation:

1. Cultural Layers and Subcultures

As SMBs scale, distinct cultural layers and subcultures inevitably emerge. There’s the Foundational Culture, rooted in the founder’s values and early company ethos. Then, there are Departmental Subcultures, shaped by the specific functions and team dynamics within different departments (e.g., sales, engineering, marketing). Team-Level Microcultures also develop within smaller project teams or work groups.

Advanced measurement must account for this cultural complexity, recognizing that a single, organization-wide cultural metric may mask significant variations and potential conflicts at subculture levels. Understanding the interplay between these layers is crucial for effective cultural management. For instance, are departmental subcultures aligned with the overarching organizational culture, or are there pockets of cultural dissonance that could hinder collaboration or innovation?

2. The Impact of Automation on Culture

Automation, increasingly vital for SMB growth and efficiency, profoundly impacts organizational culture. While automation can streamline processes and enhance productivity, it can also lead to anxieties around job displacement, changes in work roles, and shifts in team dynamics. Advanced Cultural Implementation Measurement must assess the Cultural Implications of Automation. Are employees adapting positively to automated systems?

Is automation fostering a culture of continuous learning and upskilling, or is it creating resistance and disengagement? Measurement should explore employee perceptions of automation, its impact on their roles, and the support systems in place to facilitate a smooth cultural transition in the age of automation. This includes assessing psychological safety Meaning ● Psychological safety in SMBs is a shared belief of team safety for interpersonal risk-taking, crucial for growth and automation success. in the context of technological change and ensuring that automation initiatives are implemented in a culturally sensitive manner.

3. Culture in Remote and Hybrid Work Environments

The rise of remote and hybrid work models, accelerated by technological advancements and global events, necessitates a re-evaluation of Cultural Implementation Measurement. Maintaining a cohesive culture when employees are geographically dispersed and interactions are primarily digital presents unique challenges. Advanced measurement strategies must adapt to this new reality. How is culture being experienced and perpetuated in virtual environments?

Are digital communication tools and platforms effectively fostering cultural values? Are remote employees feeling connected to the organizational culture? Measurement might involve analyzing digital communication patterns, assessing virtual team dynamics, and exploring the effectiveness of virtual cultural initiatives (e.g., virtual social events, online recognition programs) in maintaining cultural cohesion in distributed SMBs.

4. The Ethical Dimension of Cultural Measurement

Advanced Cultural Implementation Measurement recognizes the ethical responsibilities inherent in assessing and shaping organizational culture. Data privacy, employee consent, and transparency are paramount. Measurement methods should be ethically sound, ensuring that employee data is collected and used responsibly and that feedback processes are fair and unbiased. There’s a need to avoid Cultural Surveillance ● measurement should be for the purpose of cultural development and improvement, not for monitoring or controlling employee behavior in a way that erodes trust or psychological safety.

Ethical considerations also extend to ensuring that cultural initiatives promote inclusivity and diversity, rather than reinforcing homogenous or exclusionary cultural norms. A robust ethical framework should guide all aspects of advanced cultural measurement.

Sophisticated Measurement Methodologies for Advanced SMBs

To address the complexities of SMB culture in the advanced context, more sophisticated measurement methodologies are required, moving beyond basic surveys and metrics:

1. Network Analysis for Cultural Mapping

Organizational Network Analysis Meaning ● Network Analysis, in the realm of SMB growth, focuses on mapping and evaluating relationships within business systems, be they technological, organizational, or economic. (ONA) is a powerful technique for mapping informal relationships and communication patterns within an SMB. ONA can reveal the actual networks of influence, collaboration, and information flow, which may differ significantly from the formal organizational chart. In the context of Cultural Implementation Measurement, ONA can identify cultural influencers ● individuals who disproportionately shape cultural norms and values through their network connections. It can also highlight cultural silos or communication bottlenecks, revealing areas where cultural integration needs improvement.

By visualizing cultural networks, SMBs can gain a deeper understanding of how culture is actually operating within their organization, beyond stated values and formal structures. ONA can be particularly valuable in understanding the cultural impact of remote work, revealing how digital networks are shaping cultural connections in distributed teams.

Table 1 ● ONA Metrics for Cultural Insight

2. Sentiment Analysis of Unstructured Data

Advanced Cultural Implementation Measurement leverages Sentiment Analysis to extract cultural insights from unstructured data sources. This includes analyzing employee communications (e.g., emails, chat logs, internal social media), open-ended survey responses, and even external sources like employee reviews on platforms like Glassdoor. Sentiment analysis uses Natural Language Processing (NLP) to automatically identify and categorize the emotional tone expressed in text data (positive, negative, neutral).

By applying sentiment analysis to employee communications, SMBs can gain a real-time pulse on cultural sentiment, identify emerging cultural issues, and understand employee perceptions of cultural initiatives or organizational changes. This provides a more nuanced and continuous view of culture compared to traditional surveys, which are often periodic and structured.

Example of Sentiment Analysis Application ● An SMB implementing a new automation system can use sentiment analysis to monitor employee communications related to the automation project. Analyzing internal chat logs and email communications can reveal employee anxieties, concerns, or positive sentiments about the automation. Negative sentiment trends might indicate the need for more communication, training, or support to address employee concerns and ensure a smoother cultural adoption of automation.

3. Ethnographic Approaches and Cultural Immersion

For a deeply nuanced understanding of SMB culture, advanced measurement can incorporate Ethnographic Approaches. This involves cultural immersion ● researchers or internal culture champions spending time within different teams and departments, observing daily interactions, attending meetings, and engaging in informal conversations to understand the lived experience of the culture. Ethnographic methods provide rich, qualitative data that goes beyond surveys and metrics, capturing the subtle nuances, unspoken norms, and implicit values that shape the organizational culture.

This approach is particularly valuable for understanding complex cultural dynamics, identifying cultural contradictions, and gaining a holistic view of how culture is enacted in practice. Ethnographic insights can complement quantitative data, providing context and depth to survey findings and metrics.

List 1 ● Ethnographic Techniques for Cultural Immersion

1. Participant Observation ● Actively Participating in team meetings, social events, and daily work activities to experience the culture firsthand.
2. Shadowing ● Following Employees throughout their workday to observe their interactions, routines, and cultural practices in context.
3. Informal Interviews ● Conducting Unstructured Conversations with employees to gather their perspectives, stories, and interpretations of the culture.
4. Artifact Analysis ● Examining Physical and Digital Artifacts (e.g., office layouts, communication materials, internal documents) to understand cultural symbols and values.

4. Predictive Cultural Analytics

At the cutting edge of advanced Cultural Implementation Measurement lies Predictive Cultural Analytics. This involves using machine learning and advanced statistical techniques to analyze cultural data and predict future cultural trends or potential cultural risks. By identifying leading indicators of cultural change or cultural issues, SMBs can proactively intervene to shape culture in desired directions or mitigate potential negative cultural impacts. Predictive analytics can leverage historical cultural data, engagement survey trends, sentiment analysis data, and even external data sources to build predictive models.

For example, predictive models could forecast employee turnover based on cultural engagement metrics or predict the cultural impact of upcoming organizational changes or automation initiatives. While still an emerging field, predictive cultural analytics Meaning ● Cultural Analytics, within the framework of SMB growth, automation, and implementation, represents the strategic interpretation of large-scale cultural data to gain actionable business insights. represents the future of proactive and data-driven cultural management.

Table 2 ● Predictive Cultural Analytics Meaning ● Predictive Cultural Analytics, in the context of SMB growth, automation, and implementation, represents the application of data analysis techniques to understand and anticipate cultural trends influencing consumer behavior. Applications for SMBs

Advanced Cultural Implementation Measurement is a strategic, adaptive, and ethically grounded process, leveraging sophisticated methodologies to navigate the complexities of SMB culture in the age of automation and rapid growth.

In conclusion, advanced Cultural Implementation Measurement for SMBs is a paradigm shift from reactive assessment to proactive cultural management. By embracing sophisticated methodologies like network analysis, sentiment analysis, ethnographic approaches, and predictive analytics, SMBs can gain a profound and dynamic understanding of their organizational culture. This advanced level of measurement empowers SMBs to not only assess their culture but to actively shape it, ensuring that culture remains a strategic asset that drives growth, fosters innovation, navigates automation effectively, and sustains long-term success in an increasingly complex and dynamic business environment. The key is to move beyond static metrics and embrace a continuous, adaptive, and deeply insightful approach to understanding and managing the ever-evolving cultural ecosystem of the SMB.