Here we are again. That time of year when we all reunite with our families – the screaming nieces, nose-picking nephews, rambunctious cousins, and drunk Uncle Gary. While we scramble for togetherness with unrealistic expectations, we’ll strive for a silver lining, which at best is the road to perdition.
In that, allow me to give you a recommendation. When everyone is seated at dinner, beyond passing on the salmon mousse, if you are a business owner, absolutely refrain from ever mentioning your business.
Why? I remember the time I made this mistake and mentioned that I was opening a new business. I was presuming that there would be some smiles and congratulation. Instead, it was utter terror because the round robin conversations went something like this.
“You need a logo. Little Tiffany is such a great artist, have her make your logo. She’s so talented.” Oh Aunt Helen, Tiffany is 11 and unless the MOMA and Getty are beating down her door I think I’ll pass along with whatever that salad is with the bug-sized, leggy brown flecks in it.
Suddenly stinky Aunt Iris yelled across the table, “Purple. It has to be purple. I just love purple.” Seriously? All this color theory expertise from someone wearing different colors of eye shadow over only one eye. Along with the green bean gruel, I’ll pass.
Then drunk Uncle Gary screeches across the dining room. “Sexy. Your advertising needs to say ‘Everything is sexy.’ That worked great back in my day.” No, that’s sex…ist. Please stop and a big pass on that grey punch you’re sloshing.
Gen Z cousin Jet, looked up from his phone and eagerly offered, “I’ll run your social media.” Why not? He’s the right age and a real whiz. He’ll even make videos and post them on TikTok and Instagram. As he shot me his ideas, I realized everything was about his feelings. Pass… and pass whatever concoction that is. Was that stuffing?
And my sister Sharon, like a neglected Jan Brady, suggested that she’d make us company shirts. She’d silk screen them and, lucky me, she’d sew them too. Because she just made her kids’ scrapped-out Halloween costumes for the first time, she’s now a couturier.
My plate was empty. I excused myself to the kitchen where I found mom making a sandwich. She said, “Honey, you know they mean well. I love them and still won’t even let them walk the dog.”
She was right – keep the family out of it. It’s way too messy. While they have good intentions, it’s not always the best thing for the business because generally it’s all about them. I’ll get fresh perspectives from professionals, peers, and employees. I’ll hire the best help I can find and together, we’ll move forward in a positive, smart way. While family support is nice, it’s really best to have my associates’ buy-in and the professional help I need. And that’s how this will work.
It was the best sandwich I ever ate.
– Patrick Baxter, Chief Creative, BAXTERbranded.com
