Top Takeaways from the CO—100 Small Business Forum

I recently had the opportunity to attend the U.S. Chamber of Commerce CO—100 Small Business Forum in Washington, D.C. The forum brought together top entrepreneurs, industry leaders, and policy experts to talk about where small business is headed. Rather than recapping the day speaker by speaker, I wanted to break down the biggest takeaways by topic so you can apply them directly to your own business.

Quick Highlights for Busy Owners

• AI search is shifting discovery: Flowery marketing language is out, while clear, factual details and rich product visuals are essential for search tools to find you.

• Human connection still drives purchasing: 68% of consumers still choose to buy from businesses they trust over an AI recommendation.

• Work backward from your long-term vision: Reverse-engineer multi-year plans and invest early in critical support services like accounting and marketing.

• Radical honesty builds retention: Practicing upfront transparency and setting clear expectations with clients fosters deep, lasting partnerships.

• Advocate for your business: With workforce shortages and emerging state-level AI regulations, remind elected officials that you are a job creator.

1. AI Is Here to Stay, But Authenticity Still Wins

If there was one overarching theme in the room, it is that AI is here to stay. It is actively changing how customers discover, research, and purchase our products and services.

Bill Jewell, Chief Technology Officer at the U.S. Chamber, and Walter S. Jackson, Executive Vice President at American Express, explained that customers are increasingly using AI tools to do upfront research. Some are even using agentic purchasing, where an AI agent makes the purchase on their behalf. If your business starts receiving orders from automated agents, you will need systems to verify they are legitimate. American Express already has a playbook to address this that is worth checking out.

Cris Turner, Vice President at Google, highlighted that search behavior has fundamentally changed. People are asking long-form questions using natural, everyday language. Gone are the days of relying on flowery marketing copy. Instead, focus on being detailed, factual, and clear. Use precise adjectives like "fast" and "value," describe exactly what your services include, and provide diverse visuals of your products.

Turner also noted that on October 20, 2026, Google announced a dedicated Gemini business hub. This hub features financial analysis, branded image generation, and connections to apps like Google Business Profile, Ads, and Workspace. It is a phased rollout and some features are free depending on your Google Workspace Business Tier. Before jumping in, he offered a smart reminder: always start with what you want to achieve, then work backward to decide if AI is even the right solution.

Here is the best news for small business owners: human connection is still your superpower. Jackson noted that 68% of consumers still purchase from businesses they trust over what AI recommends. Customers still look for reviews and authentic human experiences to know who you really are. As Christa Pitts, co-founder and co-CEO of The Lumistella Company (the brand behind The Elf on the Shelf), emphasized, you have to be the subject matter expert when working with AI. Technology is a tool, but your voice and values build trust.

2. Strategic Planning: Working Backward to Move Forward

Building a sustainable business takes intentional planning.

Gideon Stone from Trade Design Build, recognized as the CO-100 Top Business of 2026, shared an inspiring look at his company's journey. His team started with a 25-year vision and worked backward to map out their 10, 5, 3, and 1-year plans. Very early on, they realized they needed professional support services like accounting and marketing. Even though bringing in that help felt oversized for where they were at the time, delegating those functions allowed them to stay focused on business growth. That decision paid off immensely, as they have hit all of their growth targets over the last decade.

As you grow, keep your foundation strong. Pitts reminded attendees that company culture cannot just be a plaque on the wall. It requires continuous nurturing and reinforcement as your team expands.

3. Relationships, Community, and Honest Communication

Running a business comes down to the people you serve and the community around you.

Joseph Carr, founder of Josh Cellars (named after his father, with a label featuring his mother's handwriting), reminded us that success requires courage, conviction, energy, and love. Being active in your local community, listening to others, and standing up for what you believe in will rally people behind your brand.

That connection also applies directly to your client relationships. Stone shared that he practices "brutal honesty" with his clients. Setting expectations early, acting as a genuine partner, and proactively asking for critical feedback creates deep, long-term trust.

Pitts also urged business owners not to overlook the free resources available right in their own backyards. Tap into your local chamber of commerce, the Small Business Administration (SBA), and your Small Business Development Center (SBDC). Hone your 30-second elevator pitch, and never hesitate to reach out to potential partners. In her words: "If you don't ask, you don't get."

4. The Economic and Policy Landscape

Neil Bradley, Executive Vice President and Chief Policy Officer at the U.S. Chamber, shared an update on the economic climate. Growth is holding steady at a solid 2% this year, though he noted that 3% or higher is the ideal target.

While inflation and energy costs remain noticeable pressures, small business sentiment remains positive today. The main concern owners have is whether consumers can maintain their current level of purchasing. Fortunately, consumer spending has proven durable, even as more shoppers rely on credit.

Workforce dynamics are another major focus. Between 11,000 and 11,400 Baby Boomers reach traditional retirement age every single day in the United States, and the generations behind them are significantly smaller. To address this workforce crunch, the Chamber is leading a 600-member coalition focused on legal immigration reform in 2027.

On the policy front, tariffs and state-level regulations on how small businesses use AI remain ongoing concerns. Small business advocacy is critical right now. Keep Turner's advice in mind whenever you speak with representatives: do not let elected officials forget that you are a job creator.

Small business ownership will always come with shifting technology and economic cycles. The key is staying adaptable, staying connected to your community, and, as Carr put it, enjoying the ride.

Which of these takeaways stands out most for your business right now? Are you rethinking your marketing copy for AI search, or looking at your long-term roadmap? Drop a comment below or reach out directly at [email protected]. I would love to hear your thoughts!