Small Business Saturday…
My first sit-down, face-to-face meeting with Dean was supposed to last 10 to 15 minutes. It was my intention to pitch him on my experience, explain away the inadequacies in my resume, and impress him with my innovative pseudo-millennial-tampered-with-an-old-soul approach to marketing. Within moments of meeting him, the resume was pushed to the side, my stress about finding the proper number of professional references was put to rest when he quickly called a former coworker of mine (whom he had known for 30 years), and told me that he didn’t doubt her judgement of my character. The conversation, very naturally, and very quickly, turned into a thorough examination of my soul.
Dean’s Beans, as I have come to know the company, carries itself like a man who has just seen his doctor and been given a few months left to live. There is a fundamental focus on the soul of the company, the legacy we are leaving behind, and the quality of the relationships that we are building. No one enters into an unmeaningful relationship in the final moments of their life. They don’t have the time, and every moment must be savored and spent with the people that are as excited about you as you are about them. Dean’s Beans as a company is alive and well, but as a company, they carry themselves as if every move is the defining moment of their legacy. It has to be ethical, it has to build meaningful relationships, and it has to feed the company’s soul.
Now, what does any of this have to do with the mad dash of consumerism that takes place after Thanksgiving?
Having had my soul thoroughly examined by every member of Dean’s team at his beanery in Orange, I was hired and given the title of Chief Media Magnet. As the go-to guy for all things marketing, I immediately extended my brain to the opportunities that the holiday season provides. I even began composing tweets, email blasts, and other social media pieces about the importance of supporting this amazing company in the holiday season- especially during the feeding-frenzy of online shopping at the end of November and beginning of December.
Except that none of it felt right.
Black Friday has reached an almost comical level of chaos in most stores, to the point where REI publicly announced that they aren’t participating this year… ironically the publicity has been a major boon for the company, and others like Nordstrom have followed suit and are making beaucoup bucks. Small Business Saturday is getting a ton of love this year from congress, the president, and small business owners world-wide. BUT IT WAS CREATED AND CONCEIVED BY AMERICAN EXPRESS IN 2010! There is a foul odor emanating from any “selfless” promotion propagated by a huge corporation like American Express.
Now all of this isn’t to say that that these days of shopping are intrinsically evil. Thousands of small, wonderful businesses really benefit from this time of year, and this increased exposure. Heck- we sure do! But to ally ourselves with them? It feels like that’s a dicey defining moment to our legacy, and I now judge all of my actions by that company standard.
Therefore- I propose that you celebrate WTF Wednesday with us this year. It’s a wonderful way for you to plant your tongue firmly in your cheek, all while supporting the stores that you want to support. We are able to engage in meaningful, direct development work all across the coffeelands, partly due to the sales we make this time of year. We are so incredibly grateful that our customers have given us the opportunity to operate in this way- and we know that as we seek out only truly meaningful relationships, you are all a huge part of that.
As the newest member of the Dean’s Beans family, I want to thank you for feeding my soul.
Robin Stewart DeMartino
(the new guy)