Each and every week the Square Holes team are deep in the bowels of a number of projects, working to mine all of the insights that we can to help grow businesses and support thriving cities.

These insights are used by businesses and organisations to innovate their offerings, move into new markets, track their impact and hone their products and output. Each week we will be sharing a broad insight that we have learnt for you to use in your own work.

Let us know what you find valuable!

Jason: Shop small

In smaller cities and regions, supporting locally owned businesses isn’t just an act of pride — it’s a vital strategy for sustaining creativity, economic resilience, and the unique character that defines a place. Unlike larger markets, smaller populations depend on close-knit relationships, mutual trust, and a culture of backing one another to thrive. When local organisations choose to work with local suppliers, they’re not only keeping talent and investment in the community — they’re fuelling innovation, creating jobs, and building the foundation for homegrown success stories with global reach. In these environments, every decision to support local carries more weight. It shapes the identity, confidence, and future of the community. If we fail to back our own, we risk losing the very qualities that make smaller places dynamic, distinct, and full of potential.

For more on this topic, head here.

Mahalia: Storytelling is human nature

Whether it’s the stories we tell about ourselves, the world we live in or the products we buy, creating meaning through narrative is a core part of the human experience. In a current research project we are working on for a cultural institution, devotees were inspired to subscribe to the institution largely in part because of their status as stewards of local storytelling. Commissioning and spotlighting works that tell the story of contemporary issues and local experiences was more highly valued to subscribers than seeing big ticket names. We like to feel a part of someone’s story, especially as it’s just beginning. So whatever sort of business you have, much sure to invest time into articulating your story, and what you want it to say about you.

Dylan: Cost isn’t everything

In B2B environments, customers increasingly value relationships that go beyond cost—prioritising factors such as reliability, compliance and service quality. While price remains an overriding purchase-decision making factor, depending on industry type, it is rarely the be all and end all (provided they are at least competitive) when other critical expectations are met. Businesses will often prefer working with partners who demonstrate transparency, agility, and a willingness to collaborate toward long-term success.

Think your business or organisation could do with some insights? Contact us here.