The War

There was a time in my life before television, computers, space travel, ATMs, the internet and ipods. Frankly, I'm amazed by the progress of technology in my lifetime. Even as a child with a very fertile imagination, I never dreamed of the world that we live in today. Just a few years ago scanners were introduced to supermarkets. Today, thanks to the magic of electronics and technology, you can be your own supermarket cashier. You can scan your purchases, bag them, read the total cost, charge it to your credit card, and get a receipt all without the help of an employee.

Corporations around the world spend billions of dollars on research and development trying to create widgets and gizmos to do jobs we've never even thought of that are somehow supposed to make our lives easier (and more profitable for them). It is these products and applications that will give them the edge in the global competition for our dollars, yen, euros and rubles…the standard by which corporations measure success. Make no mistake about it, this is global economic war and the stakes are enormous.

In their efforts to prevail on the battlefield, these opposing armies spare no expense to be equipped with the latest and greatest tools with which to assure victory. Boards of directors pay ungodly sums of money to mercenaries to lead the troops. And yet I'm always amazed that as smart as these corporate chieftains are supposed to be, they almost always get it wrong. It isn't the generals who win wars…it's the troops in the trenches!

A few months ago I went into a boutique card shop to buy a birthday card for a friend. The store was manned by the owner equipped with a cash register and a phone. Finding an appropriate card, I approached the counter with money and card in hand and placed them on the counter. I was the only customer. And then the phone rang. For the next few minutes I stood patiently while the owner answered numerous questions, explained store hours and gave detailed directions to an unknown caller who somehow jumped ahead of me in line. When she attempted to give directions to the caller for the third time, my patience ran dry. I returned my money to my wallet, left the card on the counter and voted with my feet.

Now I am sure the proprietor of the card shop had great aspirations for success as a small business owner. No doubt that, in addition to her time, she invested considerable capital in her lease, fixtures, stock, and advertising. But as talented and capable as she may have been, she failed to recognize that as a trooper in the trenches of economic war, the goal was to get the money. She lost the battle, and if my message wasn't clear enough, she's going to lose the war.

More recently, my grocery bill was being tallied by a cashier who failed to greet or even acknowledge me. Not wanting to inconvenience and delay the customer behind me, I anticipated the amount I would owe and held four twenties at the ready. When the total appeared on the screen she took my money, made change and handed it to me with a receipt. She then started her robotic process all over again with the next customer. She never even said hello!

Now I'm a pretty simple guy with a moderate amount of self-esteem so I don't need a lot of stroking. But, at the very least, that lady owed me the courtesy of a simple "thank you" because I am one of the people who make it possible for her to have a paycheck. If she had said "thank you" with a smile, that would have been even better. But unfortunately, as a trooper in the trenches, she wasn't perceptive enough to understand the importance of my presence in her checkout line. And neither were her corporate generals or she would have been trained to recognize that importance. I no longer shop in that store. Both she and the generals lost that battle. I wonder how much longer until they lose the war?