The Chronicle’s Business blog / Jerry Bellune

No, you don’t. Leave that to Walmart. Our friend Ruth King tells the story about Chuck the auto mechanic and Charles the Master Jaguar Craftsman. Chuck’s customers bring him their Honda Civics, want to know what repairing it will cost them, argue with him over prices and try to nickel and dime him to death. Charles’ clients bring him their Jaguars, never question his prices and want to know only when it will be ready for them. Do you want to be Chuck or Charles? One of Ruth’s clients dressed like a slob. Yet he wanted his franchisees to dress well. The first thing he had to do, she told him, was to set the example and dress for success. It shocked his people but he showed up looking like a new man. While we’re at it, take a look in the mirror yourself. How are you dressed for success? Or do you look like Grumpy Gus who just got off the 3rd shift? “If you want your company to be perceived as Charles, then everyone must act like Charles,” Ruth says. “You as the leader build that company culture. For more brilliance like this, sign up for Ruth’s complimentary newsletter at rking@profitabilityrevolution.com We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.” For a $20 personally autographed copy, contact us at 803-359-7633.

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