Striking
the Mother Lode
Dear
Associate,
A
colleague flew in to town for a visit. Being recovered coffee-holics
we backslid and went searching for morning coffee. In days
past we would instruct the waitress to leave the pot, bring
two bowls of creamers and when she wasn't looking we'd swipe
sugar-packs from adjacent tables because our packets always
disappeared.
I
will never forget the time I drank fourteen cups during a
late dinner we had. I was trying to prove I could keep up
with my colleague. On the way home, my car had a tough time
keeping within the lanes.
This
time it's a bit different. We're both more health-conscious.
Our coffee-thon days are in the past.
So
we drove by Marie Callender's but then he remembered they
switched their coffee brand after the new corporate owners
took over. It was too strong. There was a Denny's next door
but their coffee was a bit too blah.
But
that's when we discovered a goldmine...
We
cruised into the next driveway and found a New York style
deli/bakery/restaurant camouflaged within a mini strip mall.
We entered D.Z. Akin's and found a bustling eatery reminiscent
of San Francisco's busiest restaurants. The only item missing
was the counter where you can sit up close and watch your
servers pick up orders from the kitchen through an opening.
Autographed celebrity photos lined the walls, which added
personality to the plain decor. But patrons don't return to
DZ's for the ambiance. They come back for the gigantic, appetizing
food portions served with East Coast flair.
My
eyes bulged out of their sockets when I saw some of the thickest
deli sandwiches this side of the Mississippi making their
way to the tables. The kind where the meat dwarfs the bread
and the sandwich covers the entire plate. And if you don't
squeeze tight on the bread—you're not going to fit it
in your mouth. Certainly not a chain restaurant.
And
the coffee was excellent. Light-bodied and smooth. The servers
moved briskly and kept our mugs warm. And when you ask for
more cream, they don't pretend there's a dairy shortage. You
get about a dozen creamers in a bowl.
We
struck gold.
As
small business owners we often miss the golden nuggets that
surround us. They're often within eyesight, but we're too
focused on daily tasks to see them. And unfortunately, we
pass up the chance to profit.
I
remember the time I received a call from a prospect. The message
came late in the afternoon on Thanksgiving Eve. I decided
not to call until the following week. I took down the number
and erased the message.
Guess
what happened next?
The
number disappeared. I must have thrown it away as I cleaned
out my car. And there was no way to retrieve it.
Here's
the lesson I learned:
Cleaning
the car wasn't as important as a new prospect. Yet I was too
busy with the minor stuff and lost focus on the major stuff.
From that day on, I constantly remind myself not to major
on minor things.
Warm
Regards,
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