“How’s business?” That’s a question I often ask of small-business owners, compelled by my love of talking shop with anyone who will oblige. The answer is usually coated in generic optimism. The piece discusses the challenges small businesses face, citing statistics showing high failure rates primarily due to lack of demand and running out of capital. It emphasizes the significant impact of small businesses on the economy and the need for consumer involvement in supporting them. Many small-business owners lack formal training in business management, relying on trial and error. The importance of feedback, both positive and negative, from consumers is highlighted as a means to help businesses improve. The article urges consumers to provide feedback regularly, contributing to the strength of the local economy and ultimately benefitting everyone. It underscores that acknowledging the imperfect nature of business and offering support can be mutually beneficial.