Salute the Spirit of Small Business on the Birthday of the Bikini

On July 5, 1946, the day after America celebrated its 170th Independence Day, French designer Louis Reard unveiled a daring two-piece swimsuit that would forever liberate legions of water-bound women: the bikini.

Size doesn’t predict significance! On July 5, 1946, the day after America celebrated its 170th Independence Day, French designer Louis Reard unveiled a daring two-piece swimsuit that would forever liberate legions of water-bound women: the bikini. Proclaiming a two piece swimsuit wasn’t a bikini “unless it could pulled through a wedding ring,” Reard capitalized on the sensation of his invention and ensured its lasting success. Although comprised of only 30 inches of fabric, the impact of the bikini was felt worldwide — much like the shockwaves from the nuclear bomb tests that took place on Bikini Atoll (the suit’s namesake).

According to a Smithsonian article titled The Bikini’s Inventor Guessed How Much It Would Horrify the Public, “He chose the name because he hoped that the raunchy two-piece would elicit the same shock and horror that the atomic bomb did.”

The birthday of the bikini is a reminder to small businesses that they can overcome the odds and atomize their adversaries. No matter the size, the potential for success of an organization and the individuals that comprise it is unlimited. The secret to their success is about captivating people with clever storytelling; once an organization uncovers clarity, embraces creativity, and commits to consistency in its communication, the possibilities are limitless.

 

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Matthew A. Gilbert, MBA, is a marketing lecturer at Coastal Carolina University, where he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Research-oriented, he focuses on artificial intelligence, the sharing economy, and social media, with a burgeoning interest in sports marketing. He also facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he crafts marketing content, creates business curriculum, and composes professional communications.