Andy Warhol prophetically said, “Everyone will be famous for fifteen minutes,” which tends to increasingly sum up what passes for life here in the 21st Century, but he also said,

An artist is somebody who produces things that people don’t need to have.”

Maybe a little more prophetic. Imagine how many artists there are on the Internet right now, how many pieces of art we step over in the street or delete from our inboxes. Imagine the scale of some of these works. From credit default swaps to the Kardashians, “Hoarders” to Silicon Valley, we’re crawling with art–though I’m pretty sure today we call it “content.” As the walls close in we become increasingly connected to everything around us, social networks seem like the new Model-T assembly lines of a different kind of industrial revolution. Now we’re all content providers. Now we’re all artists.

Might as well sell that shit.

I’ve been writing about e-commerce and what I see as the increasingly low barrier of entry for businesses not yet selling products on the Internet. For any small business that still feels the task is too daunting, I’d recommend redefining your idea of “e-commerce.” Given all the white noise around us each day, forget “launching an e-commerce storefront” and begin by asking yourself what about your brand has value to people.

You can offer products to people later, but if you’re not already busy selling your own brand to the world, it’s time to start. The popularity of business books claiming to offer the secrets of “delivering great customer service experiences” suggests how you run your business, not what you sell, is what really matters. Products can be added later, but you can be marketing your store to everyone right now.

I think this is what burned me about that letter Specialized’s founder, Mike Sinyard sent to his dealers recently. For all the lip service brands like Specialized pay their dealers about the value of customer service and achieving a great customer experience, it’s completely counter their business strategy for you, Mr. Independent Retailer, to market your own brand above all else.

Some things to think about:

1. Do you consider a bike company’s “concept store” to be competition? How about a concept store six states away from you?
2. What defines you aside from the brands you sell? “Service” is a bullshit answer. What about your service is better than every other shop anywhere?
3. Draw a circle around your market on the map. Now draw a circle around your demographic.
4. What are the three best things about your store’s web site? Do you own them?

You are a brand. Joe’s Bike Shop is a brand. It has relationships with customers and with vendors, but if we steal the “social graph” concept from Facebook for a second, let’s look at how you’re connected to your life-blood: your customers. Do they shop with you only because of your location? Only because of the brands you offer? Or does something else drive your sales? Put another way, is it you that connects with your customers, or do you connect only by proxy, though something else, something you don’t control?

“Social graft” is a term I like to use to describe the ways big companies are increasingly making direct contact with their end users, bypassing their own traditional dealer networks. Specialized can sell tires directly to your customers now, while you’re still stuck waiting for somebody to walk in your door. That’s bullshit.

If I sound a little militant about this, I am. This is a critical time in a battle too few retailers seem to notice. See, I believe small businesses are the best thing about Capitalism, but, just as the Middle Class is being strangled out of existence in America, so too are independent businesses, stores that really do have something to offer the world, independent of the products they offer. The struggling independent bike dealer is the quintessential example of this.

The irony here is that it’s never been easier to sidestep the limitations of your physical location, and the Powers That Be, those brands that try to control your business. Forget all the marketing bullshit you’ve heard about social media and why it matters to your company. The real reason it matters is simply because direct connections matter. Social media isn’t just about your lead mechanic giving the world constant Twitter updates about his favorite breakfast cereals, or about sending out e-mails to announce sales. Sure, it can be about both of those things–if they offer value to people–but really it’s about understanding the new opportunity you have to speak directly to potential customers anywhere in the world. It’s time to define the value of your own brand and get it out there for people. There are plenty of other companies that want to get between you and your customers, but you have a nearly endless number of tools to keep that from happening.