Going the Extra Mile: It’s the Little Things That Count

Going the extra mile. It’s a thing. However, by today’s standards, it doesn’t even have to be a mile. It could be an inch, and that could make all the difference. This morning, I find myself back at Englewood Roasting Company ( Englewood Brewing ). If you can tell by my writing, I thoroughly enjoy observing human behavior and interaction. Perhaps it was the trips that my grandfather, aka the guy who adopted and raised me, took me on to morning coffee here and there with his group of buddies that instilled in me a love for conversation and interactions. Or perhaps it is the fact that I just observed as the group of retirees would talk about sports, racecars, the government, or simple gossip of small-town Bedford, Pennsylvania.

As a middle-aged man, there is a lot that I think about as I sit here. One thing that I am noticing that is a life lesson and so applicable to running a successful business is those who go a little bit further in their interaction. I have heard it said time and time again that this is “going the extra mile.” I am not sure that we take enough of a pause in these interactions to embrace and appreciate this effort. In a society that tends to expect and demand the best service, however, we are often jaded, disappointed, or, as someone who works in customer service, perhaps you just mirror that feeling after delivering above and beyond and being met with those who just don’t return the courtesy of kindness.

I wrote a blog on saying thank you when someone holds the door for you and how that is a missed opportunity; it all starts there. Supporting others, especially those who deserve to be supported, is a wonderful gift we all have yet rarely use. Now, as I think about the effort to go above and beyond or just doing a little bit more, there are many who are so used to bad service or getting the bare minimum. However, those who do more, even a little and in some cases a lot more, these individuals fly to the top and are recognized. Unfortunately, some of these organizations then sell to PE/VC, or some bean counter ends up screwing up that great model that allowed the business to thrive and grow. Shout out to Bob Lutz who wrote Car Guys vs. Bean Counters, a great book that talks about American cars and how they lost their way due to cutting costs.

At my firm, we have committed amongst our partners and shareholders as a debt-free organization that was bootstrapped to get to where we are, we have committed to not selling to private equity and in turn, sell to the next generation of shareholders who join our team. It is different for our industry but so different that it has shifted focus into pride, ownership, and vision of being different and treating people internally and externally differently.

Let’s build upon that concept. People tend to go above and beyond when they take pride in their work and ownership in the vision. Some people are innately kind, some have great manners, but an inspired, empowered, and impassioned person will do more, and it shows! Leadership has a role in this. My Vistage coach Kristen Yurich says time and time again, “Leaders bring the weather.” Boy, do we. So, let’s talk about the extra mile.

In 30 minutes this morning, I have observed a consistent smile while the person taking orders greets guests as they order their coffee and breakfast. Friendly, quick, and happy. Asking, “How would you like your coffee?” The person taking care in that order. The person behind the counter listening to the order as it occurs, getting their order, bringing it over to the person, both saying thank you. The cook behind the counter putting the food together, and bringing it to the table, asking if you need anything else, with a smile. As I finish, the person asking if they may take my plate as there is a break in foot traffic.

Now, here is a little more, as I am a regular. They ask me how my family is, how things are going, checking in. That is an extra touch. I see people that are also welcomed as regulars including a gentleman who is also a regular and has memory issues, that often results in him repeating stories due to a stroke 20 years ago. The patience, care, compassion, and greeting is consistent for this man. Every person that comes through the door gets the same service, even those with a sourpuss on their face. That is consistency, and that is going above and beyond in service. Start to finish, it is an experience and one that brings me back and keeps me loyal.

For my team, or any team, making the extra phone call, checking in on matters, following up, and closing loops are so important and lacking in our industry. Going further, being kind and promoting within, sharing in wins, and being in it for each other is so lacking in our industry.

Call me old school, call me what you will. I am a big fan of Dale Carnegie, and in his book, he teaches lessons that are timeless because as long as humans have existed, our lizard brains use System 1 thinking where 95% of our opinions are formed subconsciously. What I am saying is that there are certain things like appreciation and belonging that we all desire. Where we have lost our way in that interaction, others will rise to the top. We just have to commit to thinking in terms of the other person and that can be a challenge, as the other aspect of our humanity is self-preservation and selfishness.

However, our desire to belong and be accepted is far more important than being selfish in a detrimental format. When we focus on the needs and feelings of others, we create an environment where everyone thrives. This is not just good for business; it’s good for humanity. Let’s remember that even small acts of kindness and going that extra inch can make all the difference. As I tell the classes I have taught via Junior Achievement, if you can be anything, Be Kind. - JL