Why Shop Small?

 Why shop small?

It’s a serious question. One that, as a small business owner, matters very much to my success, even my survival. Why should people shop small? Why should people walk into your store? Why should they visit your restaurant? Why should they choose you, or me, over Amazon or Walmart or Chili’s or McDonalds? 

Give me one good reason why customers should choose you and I don’t want to hear the tired cliches about how buying small helps an entrepreneur pay their mortgage while buying big helps some fat cat CEO buy another ski chalet. I am a consumer. None of that matters to me. What matters to me is price. Well, not really price but value. All other things being equal, price is the deciding factor so I guess that means small businesses should probably shut down because we’ll never be able to compete against the big boys. Right?

Probably true, but the good thing is that we don’t have to compete against the big boys, we can easily be better instead of equal. But we do have to work. Being small and opening your doors isn’t enough. We need to each find our edge. We need to find what Warren Buffett (no little guy) calls a durable competitive advantage. I believe as small business owners, there are a few easy ways to do this.

Be nice to your customers. My wife and I walked into a small shop in Charleston, South Carolina yesterday. The shop sold crystals and the like and had a yoga studio attached. A very nice, and inviting space. There was a clerk behind the counter. We said hello, she said nothing. Others walked in, carrying yoga mats and dressed for yoga. She was all smiles and hellos for these folks. They were people she knew.

Our daughter is a collector of crystals and although she wasn’t with us, souvenirs are a regular part of travel and I would have liked to have bought her something from this store, but alas, we bought nothing. The clerk finally did acknowledge us but it was only to let us know from across the room that we had to leave because the class was going to start and she had to lock the door since there would be no one to keep an eye on the place.

The clerk did inform us that she had called the owner, but the owner wasn’t around and so she had to ask us to leave. We were welcome to come back and spend our money when the owner deigned to show up. This wouldn’t have irked me so much if she had acknowledged us in the first place. The clerk may not have thought about her actions or maybe didn’t care, but she was rude to us and that is why zero of my souvenir budget will be spent at that particular shop. If she had been nice to us from the moment we walked in and walked over and explained the situation instead of calling across the store that we had to leave, we may have returned and spent some money with her. But no, she doesn’t deserve my hard-earned.

The sad thing is that the clerk doesn’t care or even know why the way she treated us will echo in her career, too. I will never spend my money there. I would never recommend this establishment. I would discourage people from visiting this establishment. I may even go so far as to recommend other places where the same goods may be acquired along with service and a smile.

Acknowledge your customers. Maybe this point should have come first but I want you to be nice. Don’t acknowledge a visitor just to turn them off with a scowl.  Be nice and acknowledge your customer. Say hello when they walk in. let them know you’re nearby and happy (not just available or willing) to answer any questions your customers may have. After all, if I want to be ignored, I can go to Target.

Anyone who knows me knows I am a bookworm. I found a lovely bookstore and went inside. The clerk behind the counter, who maybe was the owner, raised her head from what she was doing, looked at us and only said hello after we did. We wandered through the store without a word from her. I love books and I love buying books from small places but I walked out empty handed.

Contrast this to my favorite bookstore in West Yellowstone, Montana. I walk in and someone says hi. Employees roaming through the store offer assistance. The cashier makes small talk. I never leave that place without a book or three.

We walked through the market in Charleston and got both kinds of treatment. There were some vendors who made eye contact and smiled and bragged about their goods like proud grandparents. Others sat behind their tables and mumbled prices or said nothing at all, treating potential customers like an inconvenience.

Know your stuff. One of the greatest things about shopping small is getting to speak to someone who really knows their stuff. I don’t just want to know what the product is. I want to know its provenance. I want the person behind the counter in the small store to come out from behind the counter and tell me why I should spend more at her store than I would have to at a big box retailer.

We walked into a jewelry store a while later and the clerk took the time to tell us that all the pieces were handmade by the artist who owned the store and that she only made a couple of each piece. This immediately made the products more desirable and made price less of an objection. She asked us where we  were from and it turned out she was about to jump on a plane that very evening and head toward our part of the world. She also took the time to tell us about some other unique places we can visit and told us about a great restaurant we could go to for lunch.

She earned my business. Big Time!

So be an entrepreneur. Set up your business. Stock it, market the hell out of it and sell! But do the little things that are going to give you an advantage. Most people are price sensitive, but many of them will make price a secondary consideration for the right product, and maybe more importantly, the right experience and the right person. Be the right person and provide that experience to all your customers all the time. It costs you nothing, but will pay off handsomely.

Adolfo Jimenez is a small business owner and writer living in South Florida with his family. He is the author of The Successful Vendor, a guide to succeeding in the competitive world of small-scale retail.

How To Everything 3

 Have you ever lost your keys? Everyone has. Does it happen to you often? Did it happen to you today? Do you know where your keys are right now? This has happened to me since as far back as I can remember; since as far back as I've had keys.

I still misplace my keys from time to time. It's something I need to work on constantly. I'm not a naturally organized person. In fact, I'm a downright disaster. The only reason it doesn't happen to me every day is simple: I put a place aside for my keys, wallet, etc. 

In other words, I created a system.

I have created systems for all of the routine things in my life. There's no way to add excitement to the routine things, but there is no need to add frustration. In the businesses we run, we implement systems for ourselves and our teams. We find that problems we encounter can often be directly attributed to a lack of systems or failure to follow the system.

In the cases when a problem occurs because there is no system, we create a system to avoid a repeat of the situation. We're a young company and we are growing every day. Rather than let the growing pains derail us, we learn from the experiences and get better while moving forward.

These systems make us more efficient, which makes us more profitable, which makes it possible for us to invest in other businesses or hire more people. When you look at it this way, being organized and systematizing many aspects of your life and business feels like a moral obligation as well as common sense.

Adolfo Jimenez is an entrepreneur, author, poet, and blogger. He lives in Hollywood, Florida. He has published ten books, which you can find here. Adolfo is the co-owner of The Cafeteria Company, a commissary outsourcing firm. He also co-owns Soup -n- Sam, Le Velo Macaron, and Starlight Catering.

How To Everything 2

Yesterday I ranted about productivity. I'll admit, I'm not as productive as I'd like to be. I would say I am among the most productive people I know personally. After many years in the corporate world and now as a business owner serving the world of academia, I can say most people waste time. I am among those people. The difference is I am aware of it.

A good deal of my workday is spent with customers. From making sales and taking orders, to collection calls and the occasional dispute. I am in the food service business, so I also spend some time everyday in the kitchen, actually cooking. I often run inventory. I have to place orders and receive them. I review invoices and I balance my checkbook. I even run payroll. These are useful and necessary activities that I could delegate, but I feel they are good ways for me to keep an eye on the business; a finger on the pulse, if you will.

I actually spend some of my down time (when there are no customers and no calls to make) stocking coolers and racks and even shopping. This also keeps me in touch with the business. I will often listen to audio books while I'm doing this kind of work as I'd rather engage my mind in learning while performing tasks that don't require too much thought on my part.

Audio books are a great time saver. You can get through books during time that would otherwise be wasted like when you're stocking coolers or walking your dogs or sitting in traffic. I probably get through just over one book per week. You can always buy audio books or you can download the Libby app to your phone, which works with your public library so it's free! I do some of both, but I will admit I love Libby.  And, it's not really free. My taxes help pay for the local libraries so I might as well get some of my money back in the form of self-improvement.

I tend to use audio books when it's a subject I want to learn about, not one I need to learn about. The reason is there will always be distractions. People will call or approach you with a question or some other thing. I have a short attention span (now known as ADD) so it's easy to lose my place even when listening. I'll often "rewind" and re-listen to the portions I missed.

I know this may seem obsessive or, at the very least, uber-nerdy, but I believe in learning and bettering myself. I also believe that time should be treated like the valuable, limited resource it is, so I find ways to not waste it. This is one of them.

Adolfo Jimenez is an entrepreneur, author, poet, and blogger. He lives in Hollywood, Florida. He has published ten books, which you can find here. Adolfo is the co-owner of The Cafeteria Company, a commissary outsourcing firm. He also co-owns Soup -n- Sam, Le Velo Macaron, and Starlight Catering.

How To Everything

 4:07 AM

I've never been much of a sleeper. I get by on about five hours, though. I prefer six. Every now and again I come home exhausted and I will plop down on my bed and try to nap. I usually end up staring at the ceiling and then answering emails or reading.

There was a time when I didn't let these extra hours go to waste. If I couldn't sleep, like this morning, I would get up and do something. I would usually write. I have written over twenty books, at least as many screenplays, hundreds of poems and short stories and essays. 

As my new business, which requires that I start very early, has grown, I've abandoned my productive ways. I lay in bed and ponder when I can't sleep. Pondering is nice. Action is nicer.

We were closed for Spring Break last week. I woke up early and wrote every day. I completed a collection of nine short stories that I plan to eventually publish. I also got a lot done around the house as we are in the middle of a renovation. I spent time with my wife. I walked my dogs. I had dinner with friends. I cleaned my pizza oven. I got stuff done. I also read two books.

I listen to audio books. It's a great time-saver and it's easy on my eyes, which are 50 years old and counting. I still do read the old fashioned way, which is not easy on the eyes, but is something I can't live without and a big reason I am a moderately successful person.

I have two very close friends. One, I've known for about twenty years, the other for nearly forty. The three of us keep in contact via a group text. I admit I am often lost as they spend a great deal of time discussing the TV shows they are watching. I watch TV, but not nearly enough to keep up with the average American. I try to be productive instead.

I have no patience for people who whine about not having time to do anything with their lives, but are up to date with the latest shows, or can tell you who in America's got talent. Not crazy about people who say they're broke but can tell you what to order at all the trendy restaurants. Those people drive the nicest cars, have the best clothes and the latest gadgets.

I'm not saying you shouldn't enjoy nice things, I am saying you need to invest in yourself. You need to care about your life as much as you care about the lives of others. You need to treat your limited time with respect. You must treat time like the valuable, non-renewable resource it is. You must invest in yourself, rather than just treat yourself.

I hear too many people whining about how hard it is to get ahead, then watch them drive off in a car they can barely afford to an overpriced rented home to watch four hours of TV while overpaying for mediocre food that was Ubered to their home. Never once do they think to take time to learn a skill or read a book or get a part time job or start a business or a side hustle.

I have no pity for you. Live with your choices. In fact, we all live with our choices, so start making better ones.

I'm a little grumpy this morning. It's been a while since I've gotten out of my warm bed to write this early.

Adolfo Jimenez is an entrepreneur, author, poet, and blogger. He lives in Hollywood, Florida. He has published ten books, which you can find here. Adolfo is the co-owner of The Cafeteria Company, a commissary outsourcing firm. He also co-owns Soup -n- Sam, Le Velo Macaron, and Starlight Catering.

What's easy not to do

I've been thinking of creating a new website. I've also been looking to team up with an editor who could work closely with me. I've been looking for a web designer, too. 

In this day and age there is no reason for me to be thinking about these things and not getting them done so I put out a feeler on Facebook, asking for my creative peeps to reach out. They did.

Now begins a new chapter in my life.

Follow me to Apresterra!

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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Walking Away

I own a wonderful little business called Le Velo Macaron. We specialize in one product, French Macarons,  made in dozens of flavors. I believe we make a better macaron than anyone anywhere. I have seen and tasted nothing to make me believe otherwise.

Like all entrepreneurs, I want to expand my business. We are talking to various shops and outlets who may be a good fit for us. We know some will work out and some won't. Them's the breaks!

It's important for a small business owner to make the right connections and to nurture those connections into relationships that will benefit both sides. Like any relationship, a business relationship must be based upon mutual understanding and benefit. It also helps if you don't drive one another crazy.

As important as it is to get the business, there may be a point where it's no longer worth the money you might make. Sometimes the demands are too much Sometimes the time needed to nurture the relationship outweighs the benefit. I am not trying to say money is the only consideration. Your mental health matters, too. If a client is looking to you to solve all their problems, to be their therapist, to save them... walk away. 

If you have a client that's something of a control freak, who needs to have their fingers in everyone's business, including yours... walk away. I worked with a prospect recently who fit this description. She trusted none of her staff. It had nothing to do with her staff, who seemed to be great people. This attitude extended to her interactions with us. She asked too many probing questions about recipes and operations. Even offered to make space in her facility for us to work more closely with her. While I have no problem with partnerships, this was feeling more like a shotgun wedding.

So, I walked away. It wasn't easy. The Dead Presidents catcalled me as I left the room, but I knew it was the right thing. It was the right thing for my business, but also for my health. While I do have clients and I work as a Life Coach, I don't coach clients of my other businesses. It creates the kind of conflict I am not interested in.

So make the tough decisions. It's like medicine. It tastes like crap but you'll feel better in the long run.



Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron and other businesses.

You can find him on Instagram and LinkedIn

The Small Hours

Sleep is important. I will not deny that. I've never been a good sleeper. Even as a baby. My mother still complains that she barely slept at all the first five years of my life. She doesn't say the same thing about my sister. I'm a terrible person to vacation with because I don't sleep in. I'm the guy sounding the bugle at dawn (maybe earlier.) I want to get on with life.

If you need sleep, then sleep. I'm not advocating against it. But if you're like me, and you are blessed with the ability to function on less sleep than most people, you should not waste that gift. Yes, I believe getting by on less sleep is a blessing. I also believe it is a gift, because more time to live your life is a wonderful thing,

I spend that time as best I can, although sometimes I'm a little too foggy to be productive. It's a good time to meditate, walk your dog, get a little extra reading done, or just get a jump on work.

My point is that this extra time is a gift and it should be used. Don't waste it on news or other negativity that'll set a negative tone for the rest of your day. Get the ball rolling in the right direction by using those small hours wisely.




Adolfo Jimenez is an executive coach, entrepreneur, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron

You can find him on Instagram and LinkedIn

The Need To Manage

There is management. There is micromanagement. There is the laissez faire approach to management (my personal favorite - more on that below.) And there is what I think of as The Need To Manage.

The need to manage happens when you have a competent, experienced team, and there isn't much for managers to do in the way of coaching them. Of course, no one wants to feel unneeded, so the managers manage or micromanage or worse, mismanage, what needn't be managed at all.

I have found myself on the managed side of this equation and I can tell you it's demotivating. Don't tell me what I already know just because you have no value to add. If you are a manager looking for an opportunity to manage, build your own value. Make yourself better so you can make those you manage better.

Laissez Faire basically means hands off. It's a wonderful thing. If you hire well, train well, and support your staff effectively, you may enjoy the fruits of your labor, only getting up from your lawn chair when trouble arises.

Pretty boring, huh?

How about... hire the right people. Train the people to be their best. Guide them as necessary. Train yourself and increase your own value so you can train them and increase their value.

The Need To Manage is real. Don't fight it, but understand that the most important function of a manager is to add value to his team. You're success as a manager is measured in the success of your people. Their results, good or bad, are a reflection on you.

Work on you... so you can work on them.

Let me know how it goes.


Adolfo Jimenez is an executive coach, entrepreneur, book club nerd, and family man living in Hollywood, FL. He is the owner of www.levelomacaron.com 

You can find him at https://www.instagram.com/adolfo.jimenez/

The Secret Law of Attraction?

A lot has been said about the law of attraction. Most of what's been said is nonsense. The thought that thinking about something will make that something happen or appear is quite simply bullshit.

This is not to say you shouldn't think about your goals. Hell, you should obsess about them. How else will you achieve them? But don't expect things to happen because you think about them.

I have a friend who is a talented writer, filmmaker, editor, etc. He could be a Hollywood start director and producer. But he's lazy. He thinks about his dream career all the time. He's watched more movies and knows more about movies than anyone I know. He watches every TV show. He knows the bios of the directors and actors.

But he's waiting for Hollywood to magically appear on his doorstep. He will wait until the end of his days. That type of thing doesn't happen. Ever. Not even in the movies.

You can attract success and blessings by working hard toward them. Like attracts like. If you work hard, create and exploit opportunities and create successes, more successes will become available to you. Then, all you have to do is pick them up.

Think positive, but know your thoughts are just a map. You have to get off your butt or nothing will ever happen.



Adolfo Jimenez is an executive coach, entrepreneur, book club nerd, and family man living in Hollywood, FL. He is the owner of www.levelomacaron.com 

You can find him at https://www.instagram.com/adolfo.jimenez/

Round Up The Posse

Jim Rohn said you are the average of the five people you spend the most time with. That might be a scary thought. But it's also a thought that can open you up to all kinds of new possibilities.

I spend a lot of time with my wife. This is good because... well, she's my wife. Also, she and I are of the same mindset. We work hard. We share the same values. We encourage one another. What else do I need?

Now, throughout the course of my day I come in contact with scores of people. Some are my colleagues, some are my clients. I try to approach every interaction with the greatest amount of positivity I can. I try to learn from everyone I meet or spend time around. If this possibility doesn't exist, I coach them and try to add value to their lives. If that's not possible, I limit contact.

I have friends I care about deeply who want to go to lunch with me a couple of times a week. I limit it to once a month. There are two reasons for this. The first reason is that I often work through lunch. The second reason is that they will ruin my lunch with their complaining and I don't want to fill the second half of my day with negativity. Why poison my mind when I still have work to do and money to make?

Drive time is reserved for phone calls to family and to audiobooks. I see no point in listening to news. It only brings me down or pisses me off. I'd rather spend drive time listening to books and improving myself. I occasionally listen to some music when I feel the need to decompress. The folks at CNN and Fox ain't part of my posse!

The craziest thing I do is drive in silence. I'll do this once or twice a week. No music, no books, no calls. Just the sound of the engine and my thoughts. Try it sometime. It's therapeutic.

All of these things are better than being in the presence of people who bring me down. They also allow me to populate my posse with people who are successful like Gary Vaynerchuk or Jim Rohn or even George Washington.

Try any of these techniques and let me know how it goes.


Adolfo Jimenez is an executive coach, entrepreneur, book club nerd, and family man living in Hollywood, FL. He is the owner of www.levelomacaron.com 
You can find him at https://www.instagram.com/adolfo.jimenez/

Composure and Credibility

I’ve spent over 20 years in the event business. I’ve been a waiter, a coordinator, planner, and provider. I’ve worked events ranging from baby showers to carnivals, corporate meetings, weddings… name it, I probably have done it.

And no matter how many events I work, no matter how diverse the attendees, no matter what the aim of the event is, there is one universal truth: someone is drowning in a glass of water, unable to handle the pressure, and is in a panic.

The first problem with panicking is that it destroys your credibility. I understand the pressure is real. I understand timetables. I know you have a lot of plates spinning. I just don’t care about your little problems because they are manageable.

When you panic, it makes it near impossible for you to focus. If you’re panicking, you’ve lost confidence, so you no longer have confidence in your staff. You’re trying to do their job for them. Now one person is doing the work of the many, and very likely doing it badly, while the many are standing around with nothing to do.

I’ve seen this enough to know that there are usually a few reasons why this happens.

Disorganization. Yes, it’s an obvious one, but a common one. Countless times, I’ve heard everyone from the coordinator to the florist, asking where their whatever is. Of course, things will get misplaced. The important thing is to make sure you brought the thing in the first place. And then try not to misplace it.

Tardiness. Tardiness wrecks credibility. On time is late. Especially when you’re supposed to be in charge. Especially when you know things will go wrong. You owe it to your client, to your crew and to yourself to be early. Like, way early.

I can’t even begin to tell you how many times I’ve waited for a planner to show up only to arrive a few minutes before showtime, in a panic, barking orders at people. As we like to say: A lack of planning on your part does not constitute an emergency on my part.

The need for attention. Too often, people want the attention that comes with being in charge. They love being the driving force, even if it means they’re driving everyone crazy. Perhaps they make mountains out of molehills because they think people will be impressed by their boundless energy. They want to give the impression that they are successfully navigating through the tempest they created in their own little teapot. More likely people will be put off by their frenetic display of incompetence. People who act this way in front of clients rarely get rehired.

Maybe I’m wrong. Maybe these people just don’t know what the hell they’re doing.

I’ve chosen event planners because they are a familiar example but the same rules apply to any position in any industry. Losing your composure will hurt your career and your standing with your peers. The easiest way to avoid losing it is by being organized and on time. It really is this simple.

Here’s how:

Plan the work and work the plan. There is no excuse to not have a schedule. You can use a paper one. There is a schedule on your phone. GMail provides a schedule. NO EXCUSES. Plan every minute of your day. I understand that there will be unexpected phone calls, client visits, problems, and the like. I understand these hiccups will get you sidetracked. No matter. Put out the fire and get back on schedule. Schedule the time you go to sleep and the time you wake up. Schedule the time you get on the road in the morning. Schedule your mealtimes. Schedule everything. Give it a try. I promise, it’ll be life changing.

Easy tips to not destroy your credibility by drowning in a glass of water:

1. Be on time. Late people suck. You should know that if you’re late, people are talking about you and it ain’t pretty. Being early gives you a chance to assess the situation in real-time and to brief your crew. I recently set up an event at a local country club. Simple affair for about 25 people. We were early. The problem was that the prior event that had used the room wasn’t done yet. Our event was an upscale birthday party for a 14 year-old girl. The event wrapping up was a golf tournament. We had to work around them. So we not only had to set up a party in a short window, we had to work around a bunch of sweaty drunk men who were lying about their golf scores and claiming their silent auction prizes. Had we been disorganized or late, we would have never gotten the room set on time.
2. Prepare in advance. You should be ready for whatever it is by no later than the night before.
3. Write out a plan. Put it on paper and make sure anyone who could conceivably need a copy has a copy. I say paper because it’s reliable. Paper doesn’t need to be charged. Paper doesn’t require wi-fi. Paper will serve you whether you are a Mac or a PC. By all means, rely on your tablet if you must, but please have a paper backup.
4. Be organized. Know what goes where and who should be doing what. You don’t want people standing around doing nothing anymore than you want them running around doing everything… or worse, not knowing what they’re doing.
5. Remain calm. This ain’t rocket surgery or brain science. No one will die if something goes wrong. All you have to do if the train goes off the rails is remain calm, get the train back on the rails, and get the job done.

So get out there and do the job without the drama. You can. Drop me a line if I can help or to share your insights. You can always find me at adolfo@adolfojimenez.com

Adolfo Jimenez lives in Hollywood, Florida, and is a Certified Speaker, Trainer, and Coach with the John Maxwell Company.  He consults with entrepreneurs and businesses, primarily in the areas of customer service and sales. 

He is the Director of Someone To Laugh At, a stand up comedy workshop; HostAnOpenMic.com, and CruisingWithComedians.com; Adolfo is the co-owner of Abdaliz Custom Bakery, which you can visit at www.abdaliz.com.

He can be reached at adolfo@adolfojimenez.com

  

Nicky and the Terrible, Horrible, No-Good, Very Bad Manager

It was our first night out of the year. We went somewhere we'd never been before. Kid's choice. They wanted to go to a Mexican restaurant.

I complied. They had me at guacamole.

Our server, a young man named Nicky, came by and explained how all the food was made to order from scratch. He boasted about the amazing, hand-crafted margaritas. I should note that unless you are on a cruise ship, I don't know of any beverages that are not hand-crafted... but I digress. It all sounded wonderful. We ordered drinks, nothing hand-crafted, just sodas and water. A few minutes later, we had our drinks and placed our orders. Easy!

A fairly long time passed before our hand-crafted food arrived. We weren't offered refills, hot sauces, additional napkins, or anything else. I was sure this would be handled shortly... It wasn't.

We finished our meals and we waited. And we waited... Nicky shows up. I ask for drinks,,, and we waited

Nicky returns and asks is there is anything else we needed. I asked for drinks again. Not because we were especially thirsty, but because we had never received them. He proceeded to tell me someone was supposed to have brought them. I knew that. I told him, but no one had.

Nicky is a young man, but he's not too young to understand the concept of responsibility. Your table, your fault. It's that simple.

Another twenty minutes go by before we get our water. Yes. Twenty more minutes for water. Another fifteen for the check. You see where this is going. He took my credit card and vanished. I wouldn't have minded so much if he'd literally vanished. This would be a better story. I got up and went looking for him. Never good for you as a waiter if your customer has to come looking for you. He was outside. Not having a smoke break or anything. He was assigned tables outside. What kind of station covers this much real estate? An ill-conceived one.

I was angry. No tip for Nicky. Altogether, I spent over ninety minutes in a fairly empty restaurant. I wanted to complain to the boss, but he was nowhere to be found.

Nicky was punished for his inefficiency, sure. But he was also punished because he works for a crappy manager. To explain:

The manager led us to a table and informed us the server would be with us shortly. He then apologized to the people in the next booth. This proves the problems started long before I developed my hankering for guacamole! I find four pretty obvious lessons in this situation:

Lesson 1: Don't just apologize, fix the problem. Take ownership. Just because you're the shift boss, or the G.M. or the CEO, doesn't mean you're above carrying drinks or wiping down tables. Or bringing me my guacamole, for that matter. If you are the waiter and your team fails, don't blame them; apologize the customer, fix the problem, and then address it with your team. Leadership is relevant at every level.

Lesson 2: Logistics matter in every business. Nicky's tables were hundreds of feet apart but the booth immediately next to ours was handled by a different server. Why? It's hard to explain the way this restaurant was laid out but there was so much empty space that the sections occurred naturally. Why complicate it by giving poor Nicky one table here in Florida and another in Canada?

Lesson 3: Use your resources. Staffing was not a problem. There were at least 8 servers on staff for four occupied tables in our section. There were maybe three or four more occupied tables outside. That's it. Because the manager did a lousy job of directing his staff, service suffered.  I am never going back to this restaurant. I have told my friends, plus thousands of people on TripAdvisor and other social media, that this restaurant should be avoided. This will negatively impact the owner of the business and the people who rely on the restaurant for their livelihoods.

Lesson 4: Everything is your job! Stop trying to act like your above the menial work of a waiter. You're not. No one is. Walt Disney walked around his parks picking up scraps of paper. Michael Eisner did the same. Marcus Lemonis can clean toilets. You can bring me my salsa! You can refill my water and bring me a fresh napkin. You can be more than a piece of living modern art.


These things aren't complicated. The difference between a happy customer and one who writes an article like this, is simple. It's as simple as stopping by the table and asking if everything is okay. It's as simple as refilling a water glass. It's as simple as knowing that even though you are a leader, the most important part of your job is to serve.



Adolfo Jimenez is an Independent Certified Speaker, Trainer, and Coach with The John Maxwell Company. He is also the Director of The Comedy Shack Standup Comedy Workshop. 

If you'd like to learn more about Adolfo, you may visit his website at www.adolfojimenez.com or follow him on Twitter: @adolfojimenez .