I think the point the OP is making is that businesses will only adopt WFH when they see other businesses like them do it.
Far from being role models amongst small businesses, businesses like Basecamp, Automattic are seen as outliers if they're really referenced at all. Hell, in some circles even Atlassian is seen as progressive.
Similar in a way to the amount of resistance you see to DevOps style practices / even moving to cloud with lines like "But we're not Amazon/Netflix/Etsy/Soundcloud or one of these modern businesses."
Businesses will be won over by case studies of WFH working with similarly massively conservative cultures.
Far from being role models amongst small businesses, businesses like Basecamp, Automattic are seen as outliers if they're really referenced at all. Hell, in some circles even Atlassian is seen as progressive.
Similar in a way to the amount of resistance you see to DevOps style practices / even moving to cloud with lines like "But we're not Amazon/Netflix/Etsy/Soundcloud or one of these modern businesses."
Businesses will be won over by case studies of WFH working with similarly massively conservative cultures.