The Common Link Between the Johari Window and Small Business Efficiency

Shubhrendu Khoche • April 2, 2025

Collage of yufin merchants with FSAs

What could possibly be common to the Johari window and business efficiencies of small businesses in emerging markets?

What dialog and sharing assumptions does for interpersonal relations and personal development, insights from transactions data does for improving margins and the share of value captured by small businesses at the last mile.

Recollections of a discussion with my manager while driving from Eindhoven to Amsterdam twenty years ago sparked threads of experiments earlier this year to apply the Johari window to improve what small businesses order every week.
We now look at past ordering history and the ordering patterns of other small businesses like her. We also look at orders from her regular customers and apply machine learning to create a full, better basket for the small business. In one click.
We get her promotions and deals from brands that are open knowledge to everyone. This helps her try out new items that she was blind to. We nurture and blossom her secrets shared by her regular customers with her, hidden from other merchants.

yufin is now opening the window to the hitherto unknown superpowers of small businesses to distribute both digital and physical goods in local communities for large brands. We call these yuSell and yuMall.