We’re Nobodies

"We're nobodies!" is the phrase TJ and I often use when discussing Northern Vessel. Despite having more than 10,000 Instagram followers, waves of people walking into our shop, and long wrapping lines at our farmer's market tent, we're nobodies. It's not that we are self-deprecating or think poorly of ourselves. Rather, that phrase stems from the reality that despite how crazy our business has ramped up these last 18 months, more than half the metro doesn't know we exist (never mind people outside our metro). A week doesn't go by where I don't hear the phrase "I've never heard of it," referring to Northern Vessel. Thus, we are nobodies. From that perspective comes a rallying motto: "Earn it every day."

This brings me to yesterday. I was at the shop talking to barista Emma about nearby restaurants. She drops a bomb on me! "My favorite place is Alohana Hawaiian Grill. They have the best Spam Musubi I've ever had!" First, I've never even heard of Spam Musibi, and Emma is over here grading the various iterations she's experienced over the years. (For your information, Spam Musubi is a slab of fried spam on top of a white rice block with sauce between, wrapped in seaweed).

Truth is, I've only vaguely heard of this restaurant over the last ten years. I never hear anyone talk about it, and I don't even know where it is. But if Emma says it's her favorite restaurant, and they have the best Spam Musubi (!!!), I needed to check it out. I packed up my briefcase, cut my work short, and set my GPS for Alohana Grill. It was amazing!!! I absolutely loved my meal (including the Spam Musubi) and will be back soon.

I won't be back because I want to support local (you know how much I detest that narrative). I'll be back because they earned it. The staff was friendly, the space clean, the food amazing, and the prices palatable. A+ out of them.

This is an interesting business. On the one hand, they are seemingly lacking on the marketing front. No social media, a lackluster website, and limited public discourse. Yet, on the other hand, there were a ton of people there, Emma is raving about it, and now I'm telling thousands of people all over the world about them.

This is how business should be done. It's not about supporting them. It's about them earning the right to serve someone (through some form of marketing), re-earning the right to do it again (through excellence), and, if they are excellent enough, having those customers tell the others (word of mouth).

I woke up yesterday morning utterly naive to this business. It was hiding right under my nose. By the time I went to bed, I had a new go-to. Grateful for Emma's referral and this restaurant's good work.

This is small business.

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