Carissa Reiniger, Founder & CEO of Small Biz Silver Lining, on Empowering Small Businesses
- Carissa Reiniger reflects on her prairie roots in Edmonton, Alberta, where generosity, community, and service were core values.
- Initially planning to pursue a PhD in psychology to work with juvenile delinquents, she soon realized she was more of a “doer” than an academic—prompting a shift from theory to action. Her move to Toronto introduced her to the world of business and community-driven impact.
Podcast
Overview
Changing the Global Economy — One Small Business at a TimeWelcome to a deep-dive recap of an inspiring conversation between Frits Bussemaker and Carissa Reiniger, Founder & CEO of Small Biz Silver Lining, on The Brand Called You podcast.In this episode, Carissa shares how a Canadian entrepreneur living in New York is working to reshape the global economy—one small business at a time.
00:01:09 – How Did a Canadian End Up in New York Wanting to Change the World?
- Carissa Reiniger reflects on her prairie roots in Edmonton, Alberta, where generosity, community, and service were core values.
- Initially planning to pursue a PhD in psychology to work with juvenile delinquents, she soon realized she was more of a “doer” than an academic—prompting a shift from theory to action. Her move to Toronto introduced her to the world of business and community-driven impact.
00:04:00 – What Sparked the Creation of Silver Lining?
- Carissa began attending small business networking events simply to make friends—but quickly discovered a vibrant, diverse community of entrepreneurs.
- As she listened, she noticed a recurring challenge faced by many business owners. That realization sparked the idea that she could use her strengths in business development to help small businesses grow and thrive.
00:08:35 – How Did a Young Outsider Gain Trust?
- By leading with listening.
- During Silver Lining’s first year, Carissa worked a wide range of jobs for small businesses and held over 400 coffee conversations with owners. These insights became the foundation of her methodology—built not on assumptions, but on real-world experience.
00:12:17 – Why the Name “Silver Lining”?
- Carissa describes herself as both an optimist and a realist.
- “Silver Lining” represents hope amid difficulty—acknowledging the clouds while helping business owners find practical, honest solutions to move forward.
00:14:13 – Are Setbacks the Real Path to Success?
- Carissa emphasizes the value of taking the bumpy road. Mistakes, she says, are essential for building resilience and confidence.
- Silver Lining’s approach draws on behavioral science, helping entrepreneurs develop habits through experience—not shortcuts.
00:17:10 – Where Is Silver Lining Today?
- Silver Lining is now a global SaaS platform that helps small businesses set and achieve financial goals using behavior-change science.
- It operates in 80+ countries, across multiple languages, supporting a truly global community.
00:21:27 – Balance or Alignment?
- Carissa believes work-life balance is unrealistic. Instead, she advocates for work-life alignment—making intentional choices that reflect personal values across both life and business.
00:24:17 – Do Small Businesses Have to Become Big?
- Carissa challenges the traditional growth-at-all-costs narrative.
- Small businesses, she argues, are economic and social pillars—and success doesn’t always mean scaling up. Sometimes, staying small is the most impactful choice
RESOURCES:
Learn more about Carissa Reiniger: LinkedIn
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- Carissa Reiniger reflects on her prairie roots in Edmonton, Alberta, where generosity, community, and service were core values.
- Initially planning to pursue a PhD in psychology to work with juvenile delinquents, she soon realized she was more of a “doer” than an academic—prompting a shift from theory to action. Her move to Toronto introduced her to the world of business and community-driven impact.
