Fundamentals

In the simplest terms, Diversity as a Competitive Advantage for Small to Medium Businesses (SMBs) means that having a team of people with different backgrounds, experiences, and perspectives can actually help an SMB do better in the marketplace. Think of it like this ● if everyone in your company thinks the same way and comes from the same place, you might miss out on new ideas or ways of doing things. Diversity brings in different viewpoints, which can lead to more creative solutions, a better understanding of customers, and ultimately, more success for the business. For an SMB, this isn’t just about being fair or socially responsible ● although those are important too ● it’s about smart business strategy.

Understanding Diversity in the SMB Context

Diversity isn’t just about obvious differences like race or gender. It encompasses a much wider range of characteristics. For an SMB, understanding the nuances of diversity is crucial for leveraging its potential. Let’s break down what diversity really means in a practical SMB setting:

• Demographic Diversity ● This is what most people initially think of ● differences in race, ethnicity, gender, age, sexual orientation, religion, and physical abilities. For an SMB, reflecting the demographics of their customer base can lead to better marketing and customer service. For example, a local bakery in a diverse neighborhood might benefit from having staff who speak different languages and understand various cultural food preferences.
• Experiential Diversity ● This refers to the different life experiences people bring to the table. Someone who has worked in a large corporation might have different problem-solving approaches compared to someone who has always worked in startups. SMBs can benefit from hiring individuals with varied professional backgrounds, industry experience, and even volunteer work. A small tech company might hire someone who has experience in customer service, even if their primary role is in software development, to bring a customer-centric perspective to product design.
• Cognitive Diversity ● This is about differences in thinking styles, problem-solving approaches, and perspectives. Some people are very analytical and detail-oriented, while others are more creative and big-picture thinkers. An SMB team with cognitive diversity Meaning ● Cognitive Diversity: Strategic orchestration of varied thinking for SMB growth and innovation. can be more innovative and adaptable. For instance, in a marketing agency, having both data-driven analysts and creative strategists can lead to more effective and well-rounded campaigns.

For an SMB, recognizing and valuing all these types of diversity is the first step towards turning it into a competitive edge. It’s not just about ticking boxes; it’s about creating an environment where these diverse perspectives Meaning ● Diverse Perspectives, in the context of SMB growth, automation, and implementation, signifies the inclusion of varied viewpoints, backgrounds, and experiences within the team to improve problem-solving and innovation. can genuinely contribute to the business’s growth and success.

Why Diversity Matters for SMB Growth

SMBs often operate in highly competitive markets. They need every advantage they can get to stand out and grow. Diversity isn’t just a nice-to-have; it’s a powerful tool that can fuel SMB growth in several key ways:

1. Enhanced Innovation and Creativity ● Diverse teams Meaning ● Diverse teams, within the SMB growth context, refer to groups purposefully constructed with varied backgrounds, experiences, and perspectives to enhance innovation and problem-solving. are simply more innovative. When people from different backgrounds and with different experiences come together, they bring a wider range of ideas and perspectives. This can lead to breakthroughs in product development, service delivery, and problem-solving. For an SMB, this can mean developing unique products or services that differentiate them from larger competitors. Imagine a small restaurant trying to create a new menu. A diverse kitchen staff with different culinary backgrounds can bring in exciting and innovative dishes that appeal to a broader customer base.
2. Improved Problem-Solving ● Complex business problems often require diverse perspectives to find effective solutions. A homogeneous team might get stuck in groupthink, while a diverse team is more likely to challenge assumptions and consider different angles. For an SMB facing a challenge, like declining sales, a diverse team can bring varied perspectives to identify the root causes and brainstorm creative solutions, such as targeting new customer segments or revamping their marketing strategy.
3. Better Understanding of Diverse Markets ● In today’s globalized world, even SMBs often serve diverse customer bases, whether locally or online. A diverse workforce is better equipped to understand and connect with these diverse markets. They can provide insights into different cultural nuances, customer needs, and preferences, leading to more effective marketing and sales strategies. For an SMB expanding into a new geographic market, having a diverse team that understands the cultural and linguistic nuances of that market is invaluable.
4. Stronger Company Reputation and Brand ● In today’s socially conscious environment, customers and potential employees increasingly value companies that are diverse and inclusive. An SMB that is known for its commitment to diversity can attract a wider pool of talent and customers, enhancing its brand reputation and competitive standing. For a small retail business, showcasing diversity in their hiring and marketing materials can attract customers who value inclusivity and social responsibility, leading to increased customer loyalty and positive word-of-mouth.

These benefits are not just theoretical. They translate into tangible improvements in an SMB’s bottom line, helping them grow sustainably and compete effectively in the long run.

Overcoming Initial Challenges in SMBs

While the benefits of diversity are clear, SMBs might face unique challenges when implementing diversity initiatives. Resources are often limited, and there might be pre-existing company cultures that are not inherently inclusive. However, these challenges are not insurmountable. Here’s how SMBs can address them:

• Resource Constraints ● SMBs often operate with tight budgets and limited HR departments. Investing in extensive diversity and inclusion Meaning ● Diversity & Inclusion for SMBs: Strategic imperative for agility, innovation, and long-term resilience in a diverse world. programs might seem daunting. However, diversity initiatives Meaning ● Diversity initiatives for SMBs strategically foster inclusivity and diverse talent, optimizing resources for business growth and resilience. don’t always require huge financial investments. SMBs can start small by focusing on inclusive hiring practices, providing diversity training for existing staff through online resources or affordable workshops, and creating employee resource groups Meaning ● Employee-led groups driving SMB growth through diversity, innovation, and strategic alignment. without significant budget implications. The key is to prioritize and implement cost-effective strategies.
• Pre-Existing Company Culture ● If an SMB has been operating with a homogeneous team for a long time, changing the culture to be more inclusive can be challenging. Resistance to change, unconscious biases, and lack of awareness can be hurdles. Addressing this requires leadership commitment to diversity, open communication about the benefits of inclusion, and consistent efforts to educate employees about unconscious bias Meaning ● Unconscious biases are ingrained social stereotypes SMB owners and employees unknowingly harbor, influencing decisions related to hiring, promotions, and project assignments, often hindering diversity and innovation within a growing company. and inclusive behaviors. Starting with small, visible changes, like celebrating diverse holidays or creating opportunities for cross-departmental interaction, can gradually shift the company culture towards greater inclusivity.
• Finding Diverse Talent ● SMBs might worry about finding diverse talent pools, especially in niche industries or specific geographic locations. However, with today’s online recruitment platforms and networking opportunities, SMBs can access a much wider talent pool than ever before. Actively seeking out diverse candidates through targeted job postings on diversity-focused job boards, partnering with universities with diverse student bodies, and participating in industry events that promote diversity can significantly expand the reach of SMB recruitment efforts. Being open to remote work can also broaden the talent pool geographically.

By acknowledging these challenges and proactively addressing them with strategic and resourceful approaches, SMBs can successfully build diverse and inclusive workplaces, even with limited resources and pre-existing cultural norms. The initial effort is an investment that pays off significantly in the long run.

Diversity in SMBs isn’t just about fairness; it’s a strategic business tool that drives innovation, problem-solving, and market understanding, leading to sustainable growth.

Intermediate

Moving beyond the basic understanding, at an intermediate level, we recognize that Diversity as a Competitive Advantage for SMBs is not merely about having a diverse workforce, but about actively leveraging that diversity to achieve specific business goals. It’s about creating an inclusive environment where diverse perspectives are not just present, but are valued, heard, and integrated into the decision-making processes of the SMB. This requires a more strategic and intentional approach, moving from simply acknowledging diversity to actively managing and cultivating it for tangible business outcomes.

Strategic Implementation of Diversity Initiatives in SMBs

For SMBs to truly harness diversity as a competitive advantage, they need to move beyond surface-level efforts and implement strategic diversity Meaning ● Strategic Diversity for SMBs means diversifying business approaches to enhance resilience and growth in changing markets. initiatives. This involves integrating diversity and inclusion (D&I) into the core business strategy, not treating it as a separate HR function. Here are key areas for strategic implementation:

1. Inclusive Leadership and Culture

Leadership Commitment ● Diversity initiatives must be championed from the top. SMB owners and senior managers need to visibly demonstrate their commitment to diversity and inclusion. This includes setting clear diversity goals, allocating resources, and holding themselves and their teams accountable for progress. For example, the CEO of an SMB could publicly state their commitment to diversity in company communications, participate in diversity training alongside employees, and regularly review diversity metrics Meaning ● Diversity Metrics for SMBs: Measuring and leveraging workforce differences to drive innovation and growth. with the leadership team.

Building an Inclusive Culture ● An inclusive culture is one where everyone feels valued, respected, and has an equal opportunity to contribute and advance. This requires creating a workplace where differences are celebrated, biases are addressed, and all voices are heard. SMBs can foster inclusivity through:

• Unconscious Bias Training ● Providing training to all employees, especially managers, to recognize and mitigate unconscious biases in hiring, promotion, and daily interactions. This training should be ongoing and reinforced through regular discussions and feedback.
• Employee Resource Groups (ERGs) ● Even in smaller SMBs, ERGs can be valuable. These are employee-led groups based on shared characteristics or interests (e.g., women in tech, LGBTQ+ employees). ERGs provide a platform for employees to connect, share experiences, and contribute to diversity initiatives. SMBs can support ERGs by providing meeting space, resources, and a platform for ERG leaders to communicate with senior management.
• Mentorship and Sponsorship Programs ● Creating programs that pair diverse employees with mentors and sponsors can help them navigate career paths, develop skills, and gain visibility within the SMB. Sponsorship, in particular, involves senior leaders actively advocating for the advancement of diverse employees.

2. Diverse Talent Acquisition and Retention

Diversifying Recruitment Channels ● SMBs need to actively seek out diverse talent pools. This means going beyond traditional recruitment methods and exploring diverse job boards, partnering with diversity-focused organizations, and attending industry events that attract diverse candidates. For instance, an SMB could partner with universities with high minority student populations, advertise on job boards specifically for women in engineering, or participate in career fairs targeting veterans.

Inclusive Hiring Practices ● The hiring process itself needs to be inclusive. This includes:

• Diverse Hiring Panels ● Ensuring that interview panels are diverse reduces bias in candidate evaluation.
• Structured Interviews ● Using standardized interview questions and scoring criteria helps to ensure fair and objective assessments of candidates.
• Blind Resume Screening ● Removing identifying information from resumes during initial screening can help reduce unconscious bias in shortlisting candidates.

Retention Strategies for Diverse Employees ● Attracting diverse talent is only half the battle. SMBs must also focus on retaining diverse employees by creating a supportive and inclusive work environment. This includes:

• Competitive and Equitable Compensation and Benefits ● Ensuring pay equity and offering benefits that meet the diverse needs of employees (e.g., flexible work arrangements, inclusive healthcare benefits).
• Opportunities for Growth and Development ● Providing clear career paths, training opportunities, and mentorship to help diverse employees advance within the SMB.
• Regular Feedback and Recognition ● Creating a culture of feedback and recognition where all employees feel valued and their contributions are acknowledged.

3. Leveraging Diversity for Innovation and Market Expansion

Diversity in Product Development and Service Design ● Actively involving diverse employees in product development and service design processes can lead to more innovative and customer-centric offerings. For example, an SMB developing a new software product could include employees from different cultural backgrounds and with varying levels of tech experience in user testing and feedback sessions to ensure the product is user-friendly and culturally relevant for a wider audience.

Targeting Diverse Markets ● A diverse workforce can provide invaluable insights into diverse customer segments. SMBs can leverage this internal expertise to develop targeted marketing campaigns, tailor products and services to specific cultural needs, and expand into new markets more effectively. A small fashion boutique, for instance, with a diverse sales team, can better understand the fashion preferences of different ethnic groups in their local community and curate their inventory accordingly.

Fostering Cross-Cultural Communication Meaning ● Bridging cultural differences for effective SMB global growth and innovation. and Collaboration ● Diversity can sometimes lead to communication challenges if not managed effectively. SMBs need to invest in training and tools to promote effective cross-cultural communication and collaboration. This includes:

• Cross-Cultural Communication Training ● Providing training to employees on how to communicate effectively across different cultures, understanding cultural nuances in communication styles, and avoiding misunderstandings.
• Collaboration Tools and Platforms ● Utilizing technology to facilitate communication and collaboration across diverse teams, especially if the SMB has remote or distributed teams.
• Creating a Culture of Psychological Safety ● Ensuring that employees feel safe to speak up, share ideas, and challenge the status quo without fear of judgment or reprisal. This is crucial for harnessing the full potential of diverse perspectives.

Measuring the Impact of Diversity Initiatives

To ensure that diversity initiatives are effective and contributing to the SMB’s competitive advantage, it’s crucial to measure their impact. This involves setting clear metrics and tracking progress over time. Key metrics to consider include:

• Diversity Demographics ● Track the representation of diverse groups within the workforce at different levels (e.g., gender, ethnicity, age, etc.). This provides a baseline and helps monitor progress in diversifying the workforce.
• Employee Engagement and Satisfaction ● Measure employee engagement Meaning ● Employee Engagement in SMBs is the strategic commitment of employees' energies towards business goals, fostering growth and competitive advantage. and satisfaction levels across different demographic groups. This can help identify whether diverse employees feel included and valued. Use surveys and feedback mechanisms to gather data.
• Retention Rates ● Track retention rates for diverse employee groups. Higher retention rates indicate a more inclusive and supportive work environment.
• Innovation Metrics ● Measure innovation output, such as the number of new products or services launched, patents filed, or process improvements implemented. Assess whether diverse teams are contributing more to innovation.
• Market Reach and Customer Satisfaction ● Track market share in diverse customer segments and measure customer satisfaction among diverse customer groups. This helps assess whether diversity initiatives are contributing to better market understanding and customer engagement.
• Financial Performance ● While directly attributing financial performance solely to diversity is complex, analyze correlations between diversity metrics and key financial indicators like revenue growth, profitability, and market valuation. Research suggests a positive correlation between diversity and financial performance.

By regularly monitoring these metrics and analyzing the data, SMBs can assess the effectiveness of their diversity initiatives, identify areas for improvement, and demonstrate the ROI of diversity as a competitive advantage.

Strategic diversity implementation in SMBs requires inclusive leadership, diverse talent management, and leveraging diverse perspectives for innovation and market expansion, all measured by relevant metrics.

Advanced

At an advanced level, Diversity as a Competitive Advantage transcends simple representation and strategic initiatives. It becomes deeply interwoven with the very fabric of the SMB’s operational model and long-term strategic vision. It’s about recognizing diversity not just as a collection of varied identities, but as a complex ecosystem of perspectives, experiences, and cognitive frameworks that, when expertly cultivated, can unlock emergent properties of organizational agility, resilience, and disruptive innovation.

This advanced understanding moves beyond the tactical and operational, delving into the philosophical and epistemological underpinnings of how diversity fundamentally reshapes an SMB’s capacity to navigate complexity and thrive in dynamic, unpredictable markets. For SMBs, in particular, operating within resource-constrained environments and often facing established market giants, this nuanced and deeply integrated approach to diversity becomes not just advantageous, but potentially existential.

Redefining Diversity as a Complex Adaptive System for SMBs

Traditional views of diversity often treat it as a static characteristic ● a set of demographic categories to be balanced. However, a more advanced perspective views diversity within an SMB as a Complex Adaptive System. This framework acknowledges that diversity is not merely a collection of individual attributes but a dynamic, interconnected network of relationships and interactions. Understanding diversity through this lens has profound implications for how SMBs can leverage it for competitive advantage.

1. Emergence and Synergistic Innovation

Beyond Additive Diversity ● Emergent Properties ● In a complex adaptive system, the whole is greater than the sum of its parts. Similarly, in a diverse SMB, the competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. isn’t simply the sum of individual diverse perspectives. Instead, it’s the Emergent Properties that arise from the interactions and synergies between these perspectives. This emergence can manifest as breakthrough innovations, novel problem-solving approaches, and unexpected market insights that would be impossible to achieve in a homogeneous environment.

Think of a biological ecosystem ● its resilience and adaptability come not just from the variety of species, but from the intricate web of interactions between them. For an SMB, this means fostering an environment where diverse perspectives can collide, challenge each other, and synthesize into something entirely new and valuable.

Cognitive Friction as a Catalyst for Innovation ● Homogeneous teams often experience cognitive ease ● a comfortable agreement and shared understanding. Diverse teams, on the other hand, naturally generate Cognitive Friction ● disagreements, differing viewpoints, and challenging assumptions. While initially perceived as conflict, this cognitive friction, when managed constructively, is a powerful catalyst for innovation.

It forces deeper analysis, encourages exploration of alternative solutions, and ultimately leads to more robust and creative outcomes. SMB leaders must learn to cultivate and channel this cognitive friction, creating a space where intellectual debate is encouraged and valued as a vital part of the innovation process.

2. Adaptive Resilience in Volatile Markets

Diversity as Redundancy and Robustness ● In engineering, redundancy is built into systems to ensure resilience ● if one component fails, another can take over. Diversity in an SMB workforce acts as a form of Cognitive Redundancy. Different perspectives and skill sets provide multiple ways of approaching challenges and adapting to change. In volatile markets, this adaptive resilience Meaning ● Adaptive Resilience for SMBs: The ability to proactively evolve and thrive amidst change, not just bounce back. is critical.

When faced with unexpected disruptions or shifts in customer preferences, a diverse SMB is more likely to have the cognitive bandwidth and varied skillsets needed to pivot quickly, innovate new solutions, and maintain competitiveness. A monolithic, homogeneous SMB, in contrast, may be blindsided by change and lack the internal diversity to adapt effectively.

Scenario Planning and Diverse Futures Thinking ● Advanced SMBs leverage diversity for sophisticated scenario planning Meaning ● Scenario Planning, for Small and Medium-sized Businesses (SMBs), involves formulating plausible alternative futures to inform strategic decision-making. and Futures Thinking. By incorporating a wide range of perspectives into strategic foresight exercises, SMBs can develop more robust and nuanced understandings of potential future scenarios. Diverse teams are better equipped to identify blind spots, challenge conventional wisdom, and anticipate unexpected disruptions.

This proactive approach to risk management and opportunity identification, driven by diverse perspectives, allows SMBs to be more agile and resilient in the face of uncertainty. For example, when considering the impact of automation on their industry, a diverse SMB team, including members from different age groups, technological backgrounds, and customer-facing roles, will generate a far richer and more realistic set of scenarios than a homogeneous team.

3. Ethical and Epistemological Dimensions of Diversity

Beyond Instrumental Value ● Intrinsic Ethical Imperative ● While the competitive advantages of diversity are compelling, an advanced understanding also recognizes the Intrinsic Ethical Imperative of diversity and inclusion. It’s not just about what diversity does for the bottom line, but about what it means for the SMB as a responsible and ethical entity within society. Diversity reflects a commitment to fairness, equity, and the inherent value of every individual.

This ethical dimension resonates deeply with employees, customers, and stakeholders in today’s increasingly values-driven market. SMBs that authentically embrace diversity as an ethical principle build stronger brands, attract more loyal customers, and foster a more engaged and purpose-driven workforce.

Epistemological Diversity and Knowledge Creation ● Epistemological Diversity refers to the variety of ways of knowing and understanding the world. Diverse teams bring not just different backgrounds, but different ways of thinking, learning, and processing information. This epistemological diversity Meaning ● Epistemological Diversity, within the SMB arena, refers to acknowledging and valuing the varied ways knowledge is acquired, validated, and applied. enriches the SMB’s knowledge creation processes.

It leads to a more comprehensive and nuanced understanding of complex problems, challenges assumptions that might be taken for granted in a homogeneous environment, and fosters a culture of continuous learning and intellectual humility. By valuing and actively cultivating epistemological diversity, SMBs can become learning organizations that are constantly evolving, adapting, and innovating at a deeper, more fundamental level.

Automation, Implementation, and the Future of Diverse SMBs

The rise of automation and AI presents both opportunities and challenges for SMBs seeking to leverage diversity as a competitive advantage. On one hand, automation can help to mitigate some of the operational challenges of managing diverse teams, such as language barriers or communication inefficiencies. On the other hand, there’s a risk that automation, if implemented without careful consideration of diversity and inclusion, could exacerbate existing inequalities or create new forms of bias.

1. Automation as a Diversity Enabler

Breaking Down Barriers ● Language and Accessibility ● Automation tools, such as real-time translation software and AI-powered communication platforms, can help to break down language barriers within diverse teams. Similarly, assistive technologies and AI-driven accessibility tools can enable SMBs to better accommodate employees with disabilities. Automation can thus make it easier for SMBs to build and manage globally diverse and inclusive teams, expanding their access to talent and perspectives.

Data-Driven Diversity and Inclusion ● AI and data analytics can be used to track diversity metrics, identify areas for improvement in inclusion initiatives, and even detect unconscious biases in HR processes. SMBs can leverage these tools to gain a more data-driven understanding of their diversity landscape and to implement more effective and targeted D&I strategies. For example, AI algorithms can analyze job descriptions for biased language, or identify patterns in promotion data that might indicate systemic inequities.

2. Mitigating Bias in Automated Systems

Algorithmic Bias and Ethical AI ● It’s crucial for SMBs to be aware of the potential for Algorithmic Bias in automated systems. AI algorithms are trained on data, and if that data reflects existing societal biases, the algorithms can perpetuate and even amplify those biases. For example, AI-powered recruitment tools trained on historical data that underrepresents certain demographic groups might inadvertently discriminate against candidates from those groups. SMBs must prioritize ethical AI principles, ensure that their automated systems are developed and deployed in a way that promotes fairness and equity, and actively audit their algorithms for bias.

Human Oversight and Algorithmic Accountability ● Automation should not replace human judgment entirely, especially in areas related to diversity and inclusion. Human oversight is essential to ensure that automated systems are used ethically and effectively. SMBs need to establish clear lines of Algorithmic Accountability, ensuring that there are human decision-makers responsible for overseeing the use of AI and addressing any potential biases or unintended consequences. The goal is to leverage automation to enhance, not replace, human intelligence and ethical considerations in diversity and inclusion efforts.

3. The Future of Diverse SMBs in an Automated World

Hyper-Personalization and Diverse Customer Experiences ● Automation and AI enable SMBs to deliver Hyper-Personalized products, services, and customer experiences. A diverse workforce, with its deep understanding of diverse customer needs and preferences, is crucial for developing and implementing these personalized offerings effectively. In the future, competitive advantage will increasingly depend on the ability to cater to the unique needs of diverse customer segments, and diverse SMBs are uniquely positioned to excel in this hyper-personalized marketplace.

The Cognitive Advantage in the Age of AI ● As routine tasks become increasingly automated, the value of uniquely human skills ● creativity, critical thinking, complex problem-solving, and emotional intelligence ● will become even more paramount. These are precisely the skills that are enhanced by diversity. In the age of AI, the Cognitive Advantage of diverse teams will become an even more critical differentiator for SMBs. Those SMBs that have cultivated deeply diverse and inclusive cultures will be best positioned to thrive in a future where human ingenuity and adaptability are the most valuable assets.

In conclusion, for SMBs to truly leverage diversity as a competitive advantage at an advanced level, they must move beyond tactical implementation and embrace a systemic, philosophical, and future-oriented approach. This involves understanding diversity as a complex adaptive system, cultivating emergent innovation and adaptive resilience, recognizing the ethical and epistemological dimensions of diversity, and strategically navigating the opportunities and challenges of automation. For SMBs, this deep and nuanced commitment to diversity is not just a pathway to growth and profitability, but a crucial strategy for long-term survival and leadership in an increasingly complex and interconnected world.

Advanced diversity in SMBs Meaning ● Diversity in SMBs constitutes the strategic inclusion of individuals with varied backgrounds, experiences, and perspectives throughout all levels of a small to medium-sized business. is a complex adaptive system fostering emergent innovation, adaptive resilience, ethical integrity, and epistemological richness, becoming crucial for future success in an automated world.

To further illustrate the practical application of these advanced concepts, consider the following table, which outlines a strategic framework for SMBs to integrate diversity as a complex adaptive system across key business functions:

This table provides a practical roadmap for SMBs to move beyond superficial diversity initiatives and integrate diversity as a deeply strategic and dynamic element of their business model, ultimately driving sustainable competitive advantage in the 21st-century marketplace.

Furthermore, to illustrate the tangible benefits of diversity in action within SMBs, consider the following case studies presented in a tabular format. These examples showcase how different facets of diversity, when strategically leveraged, can translate into concrete business outcomes.

These case studies, while illustrative, highlight the diverse pathways through which SMBs can realize tangible competitive advantages by strategically embracing and leveraging different dimensions of diversity. The key lies in identifying the specific types of diversity that are most relevant to an SMB’s industry, market, and strategic goals, and then implementing targeted initiatives to cultivate and harness that diversity for measurable business impact.