A Little Tough Love

This post is going to sound a little haughty, but it needs to be said. It doesn't pertain to all of you, maybe not even most of you, but it applies to some of you and you need to hear it.

Insert whatever brand you hold in high regard below...
"I want to be the next Starbucks."
"Starbucks does this, and Starbucks does that."

What most people don't realize is that Starbucks does things many of you abhor. They give away free coffee to alter potential customers' habits (and yes, most often existing customers benefit with free coffee).

They also are very involved in their communities and in the world. What have you done to benefit a neighbor that, except for the good PR, didn't benefit you?

Lastly, have you seen the new Starbucks TV commercial? Visit any store, pledge 5 hours of community work, get a free cup of coffee? You want to be "just like Starbucks" but you need to realize that, except for their packaged goods that are distributed through other channels, Starbucks built their brand on word of mouth and real estate. Their advertising, in the past, has been limited primarily to billboards.

How about McDonald's? You want to be like them? They give scholarships to employees and provide them with training to retain the good ones.

Chick-fil-A. Are you going to be like them one day? Giving away free or discounted food for fundraisers in order to build goodwill and spread positive word of mouth?

The truth is, some of you aren't prepared for what it takes to be a local icon. You give 10% off coupons and wonder why no one redeems them. You don't know your other community leaders and you don't train to retain your good staff members.

In this climate, with 'change' all about us, with a renewed sense of community and impersonal restaurants struggling, you might want to reconsider what it takes to be the mayor of your village.