This is a quick, charming and moving read. It is the true story of a couple who opened a bookstore in the middle of the pandemic. Small businesses didn’t fare well during lockdowns. This one is thriving.
I believe that words–the building blocks of books–are special. I had better, since the God I worship used words to speak the universe into existence. He gave Moses 10 words by which to live. And he came to earth as the “Word made flesh.” If all that is true, bookstores are special.
And yet: I was struck by how many characteristics of this bookstore apply to most of my clients.
Many of them have entered their respective arenas squaring off against much bigger competitors: big-box retailers, national restaurant chains, corporate-funded special interest groups.
Many of them have been intimately involved as clients walk through intense seasons of life: new cars for college graduates, anniversary dinners, unexpected pregnancies and, more often than you would think, selling cars after the death of a loved one.
And finally, some of them are “third places,” the thing that made Starbucks so big. Third places are somewhere between home and work, a location that can anchor a community and facilitate its civics.
Communities need third places. As society undergoes change and business models give way, organizations may need to become third places.
Retailers may take a page from direct-sale models, using parties as a way to educate, entertain and sell. If you sell dress clothes, younger (and more informal) customers may need informal, social events to learn about matching, tailoring, care–even mending. How about learning to shine shoes?
As experts ponder what it would look like for OEMs to abandon the franchise model, car dealerships may need to figure out third-place ways to stay relevant: enthusiast meetings, first-time owner clubs, regular (daily?) hosting of civic groups, etc.
Barber shops could cater to generations craving authenticity with sessions on how to use shaving brushes.
Maybe retail stores should host book clubs.
None of these ideas are original. Car dealers are a creative bunch. I suspect every one of the ideas, including the ones about clothes and shaving, they have tried in some form or fashion.
But I hope Goldberry Books inspires you to explore how important you can be to your community.
I used to keep track of all the stories where my clients sold shoes or cars or meals or insurance–and made a customer in a difficult situation cry happy tears. I don’t keep track any more, because there are so many stories.
I also don’t keep track of all the times my clients take care of their communities. See some of the ideas above and throw in a healthy does of charity, civic involvement and even political leadership.
Businesses, your communities need you.