May 2008     
In This Issue:

No Public Restroom
Keep "blanket policy" from slowing your growing business

Lagniappe
A little something extra... and your competition is probably not doing it

Precept Wine Brands
Growing business in a competitive category... and you can buy great wines at discounted prices

Randy Boek
Founder & President

ROUTE 2, Inc.
5400 Carillon Point
Building 5000, 4th Floor
Kirkland, Wa. 98033
425 359-8506
888 703-6076

randyb@route2results.com
www.route2results.com

Executives in fast growing companies must make good business decisions and build the capacity and culture for others to do the same. If you are a top leader in a growing company it may seem that too often your decisions put out fires that exist due to the decisions of others or should be put out by the decisions of others. Some of your decisions and actions may enhance the ability of others to step-up and some may stifle the right decisions being made at the right level.

This is the inaugural edition of Boek to Business for people who make the decisions that grow great businesses. My intention is to keep it short, to the point and provide something to think about and an action to consider that will lead to better business results for your business, for you and your team.

Boek to Business is in your inbox because you signed up, are a client or contact in our database. I hope you will find value in this initial edition and want to be an ongoing subscriber. If not you can unsubscribe with a click as indicated below.

Additional articles are available on a variety of topics pertinent to building great businesses at www.route2results.com/articles.htm.

I appreciate critique, disagreement, suggestions for improvement and discussion. So please let me know how Boek to Business can be improved so that it will have the greatest value to you.


Randy Boek
Founder & President
Route 2, Inc.
www.route2results.com

No Public Restroom
With the many decisions a leader must make it is tempting sometimes to simply make blanket policy hoping that it will solve the problem in the easiest way and permanently. My recent Texas experience reminds me of unintended consequences that can follow.

I picked up the rental car for a 5 hour drive northwest to the town of Childress to see the place where Dad picked cotton as a little boy.

It is late morning and with 3 cups of coffee and over 150 miles out of Dallas a rest stop and updated directions are in order. I spot the logo of the well known auto rental company whose car I am driving and follow the off ramp to the office under the sign.

Consuelo, the receptionist is polite as am I, yet she is not able to provide the needed directions. She calls her supervisor, Ron in the back room and hands me the telephone. I identify myself as a customer on the road and with his help I am reoriented and understand the specific navigation trick necessary to get on the right road.

As Ron and I conclude with pleasantries I ask him to give Consuelo permission to grant me access to the restroom door I am looking at, the one with the "No Public Restroom" sign. Ron emphatically states, "We do not have a public restroom." I say, "Yes, I see the sign, but the card in my pocket says that I am not the public and not just a customer but in fact, a Preferred customer." Access was granted.

Back on the road I thought about how often business leaders make decisions, establish rules and procedures based on the behavior of the lowest common denominator. Someone vandalizes a restroom so the hospitality of a restroom becomes unavailable to customers. Some people shoplift so the majority of honest customers are treated like shoplifters, bad acting employees cause lazy or frustrated leaders to make blanket policy that demotivates good employees.

If you are a leader faced with creating the right level of stability in the chaos of fast growth, remember that entitlement philosophy and self-serving perceptions of "fairness" can march your business towards mediocrity.

"There is nothing more unjust than equal treatment of unequals"
(Aristotle or Thomas Jefferson)

Lagniappe - A little something extra and $100 from Route 2 to a worthy charity

In Cajun cooking lagniappe is a little something special or extra that makes a big difference. I rant about the general sad state of customer service and it is time that I balance the ranting by putting my money where my mouth is. Thanks to Parker and Brian $100 goes to Family Services of Seattle this month.

Parker, a flight attendant on Alaska 21 from Chicago to Seattle Sunday morning April 20. Thanks for the fresh strawberries.

Brian, a Treo tech rep with a Pit Bull obsession to solve the problem mere minutes before my switch to Blackberry. Thanks, the Treo link to the car audio system now works correctly and consistently.

Competition for customers is pretty fierce in both Airlines and Telecommunications Tech so do you think these were independent actions by good people more than culture of either of their companies? If the concept of a little something extra was intentional and persistent in your business would it create greater customer loyalty and subsequent value?

A fast growing business - Precept Wine Brands

Why you should care?
You can enjoy great wines at discount prices and attend the twice yearly by invitation only Ambassador tasting celebrations. Join the club and enjoy excellent international and Washington wines at a wide range of price points. As a member of the Route 2 network you can join the Precept Ambassador club by clicking here: www.pbambassadors.com

What is Precept Wine Brands?
Founded in 2003 by Andrew Browne and Dan Baty as a wine branding and marketing company Precept is fast becoming an integrated adult beverage business. The business is a group of highly motivated, smart people, who execute ambitious projects and have a good time while building a profitable business.

What is the inspiration?
A passion to succeed in this challenging adult beverage category by being the best at creating healthy profitable brands that provide customers with a great experience and solid value.

Growth?
Precept Wine Brands was recognized in 2007 by Wine Business as the fastest growing wine business in the nation having grown to $30mm in five years. The company is building Walla Walla Wine Works which will be the largest production and visitor complex in Walla Walla to open in fall 2008.

© 2008 Route 2, Inc.