Are you looking for answers in the wrong places?
This is a story about three small business owners who had one thing in common: a wise man named Luther. Oh, by the way, Luther is their janitor.
On Mondays, Luther cleans the offices at National Supply Co., Inc. Sometimes he talks with the founder, Mr. Gilbert.
One Monday afternoon Mr. Gilbert said, “Luther, I don’t know how long I can survive.”
“What’s wrong, Mr. G?” Luther asked.
“It’s those big-box competitors,” Mr. Gilbert said. “I’ve looked under every rock for ways to lower our prices and increase advertising, but I just can’t compete with those guys.”
“Maybe you’re looking in the wrong place,” Luther offered.
“What do you mean?” Mr. Gilbert asked.
“Those big competitors will always be with us,” Luther reminded him. “Why don’t you emphasize the value of the human connection and customized service that only a small business like yours can deliver? Those two things alone are worth more than anything the Big Boxes offer.”
On Wednesdays, when Luther cleans the offices at Central Data Corp., he often visits with the owner, Sarah.
“Luther, I always assumed my kids would take over my business, but now it doesn’t look like that’s going to happen,” Sarah lamented one day.
“Why aren’t they interested in the business?” Luther asked.
“I’m stumped, she said. “I’ve shown them the opportunity and how profitable the business can be. What else can I do?”
“Maybe you’re asking them to look in the wrong place,” Luther suggested.
“What do you mean?” Sarah asked.
“Sarah, I’ve noticed how much you love what you do,” said Luther, “even when times were tougher and things weren’t so rosy. From what I’ve seen, being an entrepreneur is as much about nourishing the spirit as growing the bank account. Help them think about that.”
On Fridays, Luther cleans the offices at Westco Dynamics, Inc. Mr. West usually talks with Luther for a few minutes, but he seemed pensive today.
“Luther, my family was so poor that we struggled just to survive,” Mr. West said. “When I left home, I vowed to never be that unhappy again.”
“Mr. West, it sounds like you’ve got something stuck in your craw,” Luther observed.
“Aw, it’s nothing,” Mr. West fibbed. “It’s just that, with all my money and stuff, I still can’t stop looking for ways to make sure I’ll never be poor again.”
“Maybe you’re looking in the wrong place,” said Luther.
“What do you mean?” Mr. West asked.
Then Luther said, “You’ve been motivated by the fear of being poor instead of the joy of creating something from nothing. Try finding happiness in knowing that you provide valuable products and services for your customers, and jobs and income for your employees and their families. Remember, money and stuff only give you options, not happiness.”
Write this on a rock ... When you’re looking for answers, make sure you look in the right places.
Jim Blasingame is host of the nationally syndicate radio show The Small Business Advocate and author of the multi-award-winning book The Age of the Customer: Prepare for the Moment of Relevance.
