5 Lessons from My Brothers on April Fools’ Day

(Mondays are Lynn Miles Peisker days at The Daily Blur. Lynn serves as the Executive Sister and Chief Plate Spinner at the Imagination Advisory Group. Check out her growing archive of posts here.)

Last Thursday, I learned something from my brother.

Actually, I have learned a lot from my brothers. Both of them. And I am not April Foolin’ you.

From my brother John, I have learned a lot about loyalty and love. I have learned the importance of memories and of showing up every day even when it is hard. And that whatever you do in work and in play, do it with all your heart.

I have also learned a lot from my brother Tim. Since you read the Daily Blur, he’s the one you know.

Last week, Tim was back home to share about something called Shareworthy Service and encourage local businesses through a breakfast hosted by the local Chamber of Commerce.  He talked about kindness and professionalism and empowering your employees to delight customers as being your best marketing tool. He gave some great examples and talked about increases in profitability and sales for our clients that are implementing this plan. I learned that in all of his 20+ years in marketing and advertising, he thinks making this type of Shareworthy Service and building a culture of ownership in a company will transform an organization more than anything else.

The next day I had the opportunity see this in action.

I was out running some errands with my husband. We stopped by our local warehouse club to pick up a few supplies. We host a group of high school guys each Wednesday night for a church group and they, um, like to eat. Warehouse sized boxes of snacks are just what we need. Every week.

On this particular day, we arrived about 10 minutes before our scheduled admittance time based on our level of membership.

As we walked in, we were greeted by a lady with a big smile on her face. She said, “Welcome to your Warehouse Club. We’re glad you’re here. Mr. and Mrs. Peisker, (because our names were on the card along with a photo of my handsome husband) I see by your well-used membership card that you are a little early today. Your opening time is in ten minutes, but let me see what I can do. (Pause while she checks our card on her hand held scanning device.) Wow! You all have been members here a long time! I tell you what. We don’t want to inconvenience you today, so why don’t you go ahead and start your shopping. I just ask that you remember for next time that your shopping time begins at 10. Have a great day.”

Except that’s not what happened.

She was grouchy and had the face and stature of a tiny, elderly bouncer at a biker bar. She informed us in no uncertain terms that we could not get in yet. Not for 10 minutes. “But you can stand over there.” She motioned to a small piece of real estate next to the tire display. There stood another shopper also being disciplined for being early and eager to shop. She said, “I guess this is where the bad kids stand.” Yep. The bad kids. The bad kids who want to spend money at your store.

So we left. From now on we’ll go across the street to another store where the friendly people are and spend a little more money on our truckloads of snacks that we buy EVERY WEEK!  And I’m pretty sure that we’ll turn in our membership. Because life is short. And we don’t need to be made to feel like bad kids for trying to do a good thing.

Please don’t let this happen to your customers.  Invest in your employees. Show them how kindness and professionalism make a difference. Reward them for that. And empower them to delight customers by doing them small kindnesses, like, you know, letting them in 10 minutes early.

Its only by creating systems and policies and procedures that this type of Shareworthy Service will become your company’s culture. A culture of ownership.

At least that’s what I learned from my brother.

No fooling.