The Retail Doctor's Blog

A lot has been written about all the ways you can get buzz for your business – from putting discounts on your Facebook fan page, to reaching out to mommy bloggers, to offering Groupons.

You don’t get buzz by being Santa Claus with your profits.

The way you get buzz, buzz that is sustainable and leads to higher profits, is to be a business worthy of buzz.

That means you have to earn it.

When I am asked by consultants what it takes to create a successful practice, I always tell them they need to hit it out of the park because that is what happened to me when I worked with one of my first clients, Polly’s Gourmet Coffee.

This is their case study.

Have you seen those business makeover reality shows?

The shows that highlight businesses down on their luck and then, with a coat of white paint all is good?

The shows that highlight businesses looking to change - if they'll make a deal with the proverbial devil and sign away 1/3 or more of their company?

Of course you have.

Today’s a big day in my career as a retail consultant; a sort of bookend to a journey I began fifteen years ago with a coffee retailer, Mike Sheldrake at Polly’s Gourmet Coffee.

Mike was going up against one of the largest consumer brands in the world, Starbucks.

Alone.

It’s a bookend because at that moment fifteen years ago my brand and career catapulted into a bright future.

And today marks the end of the store that made it all possible.

Because today, the Starbucks that moved in 100 feet from Mike’s doors is closing.