Jake Ward started Connected Commerce Council (3C) in 2019 to help small businesses, promoting access to and adoption of digital technologies and tools. His timing could not have been more serendipitous, as the COVID-19 pandemic has forced so many industries to rethink the way they conduct business.
"I never imagined it would become so important this quickly," Ward said. "COVID-19 has resulted in our membership doubling in the last five months. We're seeing small businesses exhibit tremendous digital resilience.
"Digital tools are literally keeping small business alive, and they can't afford to either lose them entirely or see those costs go up due to antitrust investigations. The middle of a pandemic that shows no signs of going away is simply the worst time for that."
Tell us about the 3C and how it was conceived.
As the son of a small-business owner, the resolve and optimism of small-business owners has always been an inspiration to me, and I wanted to help. The goal was to provide resources, education and access to small businesses and be an advocate for them at a state and federal level. We have 10,000 members across the country — 81 in Nevada — from restaurants, to online retailers, to mom-and-pop Main Street businesses. And as it turns out, the work they are doing and the support we are working to provide has never been more important than it is during these uncertain times.
How did your career path lead you to the role you're in today?
I grew up in a small town in northern Maine. At the time, Greenville had a population of less than 1,500; there were no chain stores or big companies. Every business was a small business, and they were the pillars of our community. I saw up close how small businesses were connected to everything, which gave me a passion for bringing people together. I moved to Washington, D.C., to work in government, ultimately leaving politics to do communications work in the tech sector. These experiences drove my interest in starting 3C — being able to connect small businesses through technology and understanding how all businesses — small and large — are interconnected in today's economy.
How have digital tools assisted small businesses during this difficult time?
E-commerce and online advertising, the digital safety net, helped provide businesses with a lifeline in the face of lockdowns, quarantines and closures. It allowed businesses like Sunrise Coffee in Las Vegas to pivot to selling and engaging its community online. For the countless businesses that were online pre-COVID, it allowed them to fortify and stay in business. In a research report we recently released in partnership with Google, we found that more than 30% of small businesses said they would be out of business if they did not have digital tools.
Has "normal" forever changed, or will your members aim to get back to what normalcy was pre-COVID?
I don't know that we'll ever return to pre-COVID normal. The digitization of society has been coming for years. What we're seeing with COVID-19 is forced digitization, which is not ideal, but the benefits of scalable tools and our new methods of communication are clear. People can now take important business meetings in their living room via Zoom. That was never the case before. It's not how we wanted it to happen, and this new normal certainly isn't ideal, but it is a component of the new normal we're all experiencing.
What is the best business advice you've received?
I have had the incredible good fortune of working for remarkable bosses who each brought a different perspective, but the one thing that's stuck with me throughout all those opportunities was the idea that you have to be someone who solves problems and gets things done. There will always be problems that need solving and large tasks that require hard work. If you can get things done, it contributes to your value and makes everyone around you better.
Have you gone out to visit different businesses since the pandemic began?
My family and I definitely make an effort to try and help small businesses in our area that have been hit hard by COVID-19. We take out meals from local restaurants and buy goods from the people we know need the business. We know they are suffering, and that they are working hard to stay afloat in order to pay their workers and keep customers. I think one thing this pandemic has done is give all of us a greater sense of community.
What are you reading right now? Or binge-watching?
I'm reading "Shoe Dog," a memoir by Phil Knight, who founded Nike. I love it because it's about a guy who followed his passion and did the hard work to succeed.
How do you wind down after a long day or busy week?
As all parents know by now, working from home during a pandemic can get chaotic with young kids, but I honestly wouldn't have it any other way. Bourbon helps.
What are your hobbies outside of work?
After family comes golf. Bourbon helps less with that.