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Creation: Giving credit where credit is due is important. While
A satisfying part of a tradesman’s profession is that they you taking credit for your employees’ efforts may stroke your
have an opportunity to apply their creativity. Unfortunately, the ego, you’ll be missing valuable opportunities to enhance your
assembly line model generally removes creativity from the equa- employees’ sense of self worth, and their dedication and loyalty
tion. Workers are expected to conform to a rigid set of mandated to your business.
procedures, and deviating from that is discouraged or forbidden. You’ve probably been to foodservice establishments in
In some areas of your coffee business, uniformity of the past, and seen menu items named after the employees who
methods and procedures is essential. After all, there are certain created them, like: “Carl’s Coconut-Caramel Latte Freeze,” or
elements of the service sequence, and maintaining the appearance “Cindy’s Smokehouse Turkey Panini.” How enthusiastic do you
of your store, that you would want and expect your employees think an employee might be about promoting a menu item that’s
to perform religiously. named after them? Smart!
However, even though some procedures might be set in
“concrete,” there are still areas in which you can let your employees Challenge:
express their creativity. For example, you can ask your cashier to Don’t be afraid to challenge your employees to expand
develop half a dozen different greetings, instead of you mandating their skill-set, or to take on additional responsibilities. As humans,
what they should say. Or, ask them which pastry they would like we gain much more satisfaction when we prevail in a challenging
to recommend to accompany the customer’s coffee drink. And, situation. Think of it, when business is slow, isn’t it actually boring?
instead of dictating what your daily drink or panini specials should But when you get hit with a surge of customers, and you handle it
be, you can ask your barista and prep cook to come up with your with competency, don’t you feel a great sense of accomplishment
specials for the day, as well as a creative name for each. and satisfaction? It’s important to not ask your employees to do
the impossible, in essence setting them up for failure, or forcing
Ownership: them to work like madmen. But, challenging them to stretch
Whenever possible, allow your employees to have a hand beyond their zone of comfort, will actually increase their skills,
in your decision-making process. This will give them a sense of and keep them engaged in their jobs and your business.
ownership in your business. This is something you should strive
for. I’m not talking about giving up control of your business, but Pride:
rather creating an environment where your employees feel vested. Pride is what results when employees have a chance to
Most people care more about something they have ownership in, express their creativity, feel a sense of ownership and identity, and
as opposed to something they don’t. prevail over challenging circumstances. When your employees
are proud of their own performance, and proud to be associated
Identity: with your business success, good things will happen!
Receiving recognition for their contributions is an im-
portant motivating factor for employees. For example, if your
barista, Bob, came up with today’s drink special, and a customer
comments about how good it tastes, be sure to praise Bob for his Ed Arvidson is President of E&C Consulting (www.coffeebizcon-
creation. Better yet, ask Bob to come over to the customer’s table sultant.com) and is the instructor of the industry’s first & premier
and say: “Would you please tell Bob what you told me about your virtual coffee business school (www.coffeebusinessschool.com).
drink, he created it!”