Podcast: Scaling Therapist
https://podcasts.apple.com/us/podcast/scaling-therapist-podcast-more-income-more-independence/id1654020972 
Produced by: Course Creation Studio
https://www.coursecreationstudio.com/ 
Host: James Marland, MBA
Guest: Sri Kaza, author, consultant
https://sri-kaza.com/book 

What do indie bookstores, therapy practices, and pumpkin patches have in common? More than you think.

In this episode of Scaling Therapist Podcast, James Marland talks with Sri Kaza, former McKinsey partner and author of Unconvention: A Small Business Strategy Guide, about what it really takes for small businesses to thrive against corporate giants like BetterHelp or Amazon.

Sri reveals the three “Underdog Principles” that help small, mission-driven businesses build loyalty, grow sustainably, and stand out in their market:

Positioning – Be the only choice for your ideal clients

Proximity – Understand what your customers actually need

Purpose – Build beyond profit for long-term client connection

This episode is a practical blueprint for independent therapists, group practices, and any small business owner tired of feeling like the underdog. You can compete—and win—without selling out.

Compete with big brands like BetterHelp without giving up your local edge

Learn the 3 key strategies that kept small businesses alive during COVID

Understand how positioning beats “niching down”

Get actionable ideas for marketing, scaling, and client loyalty

Reframe your role as a business owner—and remove yourself as the bottleneck

[00:00] – "Go double down on the things your customers love about you." – Sri starts strong with a differentiation mindset.
[02:00] – From McKinsey to Main Street: Sri’s journey and the origin of Unconvention.
[03:30] – Surprising data: How some businesses outperformed during the pandemic.
[05:45] – Indie bookstores vs. Amazon—and what therapy practices can steal from their playbook.
[07:00] – Deep dive into the 3 Underdog Principles:
✔️ Positioning – Stand out by being specific
✔️ Proximity – Know your people better than anyone else
✔️ Purpose – Clients care when you care

[10:00] – BetterHelp vs. Boutique Practices: The big-brand trap vs. deep local value
[13:00] – “Niching” vs. “Positioning with Purpose”—a better way to focus your practice
[15:00] – Use your client journey to power smarter marketing
[17:00] – Loyalty is built on trust: why your purpose needs to shine
[20:00] – The business owner bottleneck—how it’s holding back your growth
[24:00] – Scale less. Focus more. Grow smarter.
[25:45] – Books, tools, and where to buy Unconvention (hint: go local at Bookshop.org)

📖 Unconvention: A Small Business Strategy Guide by Sri Kaza
https://sri-kaza.com/book 

🌐 Sri Kaza’s Website: https://sri-kaza.com 

💼 Connect with Sri on LinkedIn: Sri Kaza on LinkedIn

🛍️ Bookshop.org: https://bookshop.org 

📘 The Pumpkin Plan by Mike Michalowicz

📗 Effortless by Danny Iny

📕 The Goal by Eliyahu Goldratt

🎙️ Scaling Therapist Podcast on Apple:
https://podcasts.apple.com/us/podcast/scaling-therapist-podcast-more-income-more-independence/id1654020972 

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