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What Matters Most to America’s Small Business Owners

The Guardian Life Index: What Matters Most to America’s Small Business Owners is an ongoing research initiative that provides a better way to understand how America’s small business owners think and act, based on a new, proprietary research methodology – the Index of What Matters Most™.

The Index overcomes the limitations of many traditional research studies that narrowly view some 20 million individual small businesses as a monolithic entity. Instead, the Index examines small business owners by means of a multifaceted matrix of key industry sectors and owner profiles, quantifying the intensity of their goals, value systems, interpretations and decision processes. As a result, the Index yields a richly intricate knowledge base of insights and perspectives acting as a small business resource to the people who build and sustain millions of individual small businesses.