When only a few people have voices, those with the voices are the big guys and everyone else is a little guy. Businesses generally pay more attention to the big guys than the little guys. After all, the big guys have a voice. The little guys don't. The little guy doesn't really matter.
As more people have voices, there are less little guys and more big guys. Businesses then try to differentiate between the biggest big guys and the regular big guys. The little guy still doesn't matter.
When everyone can have a voice because voices are free and accessible, everyone can be a big guy. Businesses now have to decide if they'll pay attention to all current and future big guys or ignore everyone because it's easier. The little guy still won't matter, but it doesn't matter that the little guy doesn't matter, because you don't have to be a little guy.
Today everyone can be a big guy. United Airlines discovered an unhappy big guy recently. They thought they were talking to a little guy, but they didn't realize that everyone can be a big guy now.
And Don't Forget the Little Guys...
Little guys still exist, but not because of discrimination or a system keeping them down. They're still little guys because they've chosen to.
They've chosen to ignore the opportunity to claim their voice.
They've chosen to ignore the opportunity to be heard.
They've chosen to act like there are still big guys and little guys in the old system.
The little guys will continue not to matter either out of choice or ignorance.
If you're in business, you know there are still little guys, but not nearly as many as there used to be. A little guy today can be a big guy tomorrow. What does this mean for how you handle customer complaints, dumb policies, and employees who don't realize there really aren't little guys anymore?
Maybe it's time to to have a discussion about big guys and little guys with your management team and employees. Two weeks ago the term "United breaks guitars" didn't exist. Today there are almost 700,000 references on Google for that exact phrase. Because of social media, there's really no such thing as a little guy anymore.