The Self-Unaware Slide
I'm thinking about a local business. You may know this business, but if not, you most certainly know one like it. They sell a good product, but they are struggling. The odd part is they don't understand why they are struggling. It's a head-scratcher to them. It's complete self-unawareness, and I'll explain why.
I mentioned they have a good product, and their prices are spot-on (low enough to feel like a good value and high enough their margins are probably solid). If both of those statements are true, they should be successful, right? This is the funny thing about business. The tangibles need to be there, but so do the intangibles. And this business, unfortunately, lacks several intangibles:
They treat their customers poorly.
They get into online spats with critical voices.
They don't invest in their staff.
They constantly post politically charged content on social media, alienating 40%-50% of their potential customers.
It's easy to accuse people of "not supporting small business," but perhaps we business owners need to look in the mirror. Maybe our problem isn't external, but internal. Maybe we are the problem. Maybe it's the person staring at us in the mirror. With a bit of self-awareness (and humility), perhaps this business could turn the tables and absolutely thrive.
I don't personally patronize this business anymore, for the above reasons. I always leave feeling like crap. I'm treated as though I'm intruding on their space and not really welcome. It's an unsettling feeling, and I eventually just decided to stay away. It's too bad, as I desire their products.
On the flip side, there are businesses I can't wait to go back to. Despite some of their prices being higher than I would prefer, I leave feeling good. They treat people fantastic, they have a posture of gratitude, and their top desire is to serve well. They have the intangibles. It's funny how these small businesses aren't playing the victim role and declaring people "don't support small business." They are too busy crushing it to think about that. There's a self-awareness about the way they handle themselves.
If you're a business owner, heed these words. Please don't take it as criticism, but rather encouragement. I want you to thrive and prosper. I want you to be successful and build a larger following. This is the opportunity before you. Seize it!
If you're not a business owner, you're surely a customer. You only have so much time and money to spend. Be sure to spend it at businesses that earn it. Reward those who treat you well, and punish those who don't. When we vote with our dollars, disrespectful businesses have two choices: a) get better, or b) fizzle out. But it's their choice.
This is the opportunity (and responsibility) before us customers. If we do our jobs right, our respective cities will be filled with thriving, servant-hearted businesses that desire to add value to our lives. I, for one, am up for the challenge! Are you?