Georgette Lopez-Aguado
When we sat down for the first episode of Bandwidth, “How to Compete with Giants and Still Sleep at Night”, I found myself remembering a story from the early days of my career. I was helping a local operator migrate to a new billing system. I could tell he was super nervous—this wasn’t just about software, it was about the people he served. “These are the people I see at church, at the grocery store,” he told me. “And when I’m gone, these are the people I’ll be laying with at the cemetery.” That line has stuck with me ever since.
Because at the end of the day, small ISPs don’t just build networks—they build relationships. They’re out there waving at their neighbors from the cab of the truck, standing shoulder to shoulder at the county fair, and yes, even handing out candy from a float in the Christmas parade. It’s those connections that make the difference.
Why Smaller ISPs Thrive
Smaller ISPs have a level of agility the big guys can’t match. They can try new technology without navigating a maze of corporate bureaucracy. They can adapt, test, and pivot quickly. And when something doesn’t work, the community usually understands because they know you’re in it together.
This isn’t just about customer support—it’s about being present and showing up. Small ISPs are more than just another bill in the mailbox; they’re the people who pick up the phone, know your name, and don’t just see you as a customer—they see you as a neighbor.
What to Compete On—And What to Leave Behind
We talked about the temptation to imitate the big players, bundling everything under the sun in hopes of keeping customers around. But that’s not the answer. Don’t chase “kitchen sink” bundles just because the national providers do. If it doesn’t make sense for your market, don’t do it. Your advantage isn’t in matching them line for line—it’s in staying true to what you do best.
That same principle applies to price wars. Big ISPs might drop their rates to gain market share, but smaller ISPs can’t afford to play that game. Instead, it’s about standing firm on the quality of your service and the strength of your relationships. Because at the end of the day, people do business with people, not with faceless brands.
More Than Price: The Power of Presence
One of the most impactful aspects of this episode for me is how much people value feeling heard. We’ve all seen the difference it makes when a customer support team slows down and listens, like they’re talking to their own nana. That’s something small ISPs can do better than anyone else. It’s not a “nice to have”—it’s a strategic edge.
But it’s also important to recognize that customer experience isn’t just about how friendly your team is. It’s about making sure the service itself is reliable and strong. Even the best support team can’t make up for a network that doesn’t perform. So it’s about finding the balance—delivering reliability and building relationships.
Looking Ahead
This first episode reminded me of why I love this industry. It’s full of people who started with a single tower and a mission to connect their neighbors, who might’ve begun as accidental entrepreneurs but ended up as pillars of their communities. It’s an industry where the best operators aren’t just tech wizards—they’re people persons. They’re the ones who know that every customer story matters.
So here’s to the small ISPs—the ones who wave from the truck, who show up at the parade, and who never lose sight of why they got started in the first place. You’re not just laying fiber. You’re laying the foundation for what’s next.
Join the Conversation
If you haven’t listened to Episode 1 yet, you can find it on Spotify, Apple Podcasts, and YouTube. Let us know what spoke to your heart most. Because these aren’t just our stories—they’re yours too.
