POSSESSED AND OBSESSED: How To Escape the Retail Trap

– Don Capman, President, J.D. Associates

Don’t you find it refreshing when you think about something other than retail? Most of us live, eat and drink retail all the time. Yes, we love it, but, at times we can become obsessed with it. When we are obsessed with something, we can get so preoccupied that we end up shutting everything else out. Our thinking can get cloudy; we forget our priorities; relationships can suffer; and we begin to lose energy. Ever hear the statement that “all work and no play makes Jack a dull boy”? Well, not only can Jack be dull, but he can be less and less effective the more he buries himself in his business and shuts out the rest of his world. I know, you don’t have time to add anything else to your hectic schedule. But think of it this way, if you are becoming less and less effective, you must make time for something different. Volunteer work can be a great diversion.

Having been in retail and human services, I have always felt that we must give back to the society which makes our livelihoods possible. To help accomplish this at J.D. Associates, we have a “charitable giving” committee which looks at ways to raise money for various causes. Not only do the resulting contributions help people and organizations in need, but charitable giving is a “feel good” activity which has far reaching and positive effects on everyone’s morale. Here is an example of an organization that J.D. Associates is involved with and sponsors. I’m sure you can think of some worthwhile organizations that your business can partner with, and in the process re-energize your staff and actually do some good. We did.

Who comes to your mind when I say Habitat for Humanity? If you’re at all familiar with this worthwhile organization, you think of Rosalyn and Jimmy Carter both wearing carpenter belts and banging nails somewhere in the world. Most people think that Jimmy Carter started Habitat for Humanity after he left the presidency. In fact, Jimmy Carter became a volunteer for Habitat in 1984 and the Carter name has been indelibly inked to this worthy cause ever since. The Habitat organization was actually founded by Millard Fuller and his wife Linda in l976. Although the organization is based on Christian values, it is open to all denominations.

For years I have always thought that Habitat was primarily an international organization that built houses for needy families overseas. Little did I realize that Habitat also builds houses for needy families in our own communities and that Habitat has regional offices throughout the world. My wife and I have long been supporters of Habitat International and, until one of our staff people mentioned that her cub scout pack was raising money for local projects, I had no idea how important Habitat was in our own backyard. To learn more about our local Habitat organization, we invited the director of our Habitat region to speak at one of our staff meetings a couple of years ago and were immediately convinced that we had to partner with them in their cause.

Well, I don’t know about you, I can bang a nail (OUCH!!!)but I’m no carpenter. So how could we possibly help? J.D. Associates is good at marketing and fundraising requires marketing. So I became a member of the Executive Board of Habitat and J.D. Associates offers Habitat free marketing services to promote fundraising events. Fundraising doesn’t have to be elaborate so we also raise funds to help build a house by collecting recyclable cans and bottles. Every little bit helps.

Yesterday, I attended a Habitat Board meeting and was privileged to witness the signing of a commitment letter for a new homeowner. Someone who could probably never get a home without assistance was on the verge of tears signing the “impossible dream”. What an absolute joy it was to witness this. By the way, this woman had already put in many hours of “sweat equity” working on Habitat houses for other families, and now she was getting her own. Tell me if that doesn’t make you feel good all over.

Although Habitat offers families in need of assistance the opportunity for becoming home owners, Habitat is not a charity in the true sense of the word. Habitat is a partnership with the community where everyone, including the homeowners, put in long, hard hours building homes. Tonight I am going to attend a house dedication where a family in need has a house they can call their home. This family of four has a disabled child in a wheelchair so the house needed to be built handicapped accessible. Together with the Lions Club, the city, the local technical school, and many volunteers this family now has a home where they don’t have to struggle to get a wheelchair in and out of small spaces. Can’t you just feel my energy and enthusiasm? I hope so.

I realize that this type of article is somewhat unorthodox for my column but feel that it is very pertinent to today’s retailer. Whether it be Habitat for Humanity, the local Council on Aging (I just received a membership - oops), or any other worthwhile group, giving back can give your company a renewed sense of purpose and life. You can then approach retail with a new sense of enthusiasm, energy and creativity. That combination gives you a much better chance of retail success rather than obsessing with your business, and it’s a lot more fun!