Connecting The Puzzle of Downtown

Okay, so maybe you're tired of hearing us harp on connectivity and consistency. But these are important principles, and well, the more times you hear it, the more you will start to believe it. And we are adding a new one for your inspection: caring. 

This week we'd like to focus on applying these principles to an important part of any town, not just Klamath Falls: The Downtown.

Downtown Klamath Falls

So what’s the big deal with downtown? Where, there is the downtown appeal. It’s amazing that a town as small as Klamath has such a great downtown area, with many varieties of shops to choose from. Downtown also possesses the nostalgia characteristics – from a time gone by with horse-drawn carts, where patrons in suit and tie or hooped skirt wandered the streets for hours gathering their much needed wares. It was a time when families could dine together as a special treat, and children anticipated purchasing penny candies from the local market. While downtown has a lot of nostalgic appeal, it has evolved into something much more in the present market. Patrons, in jeans and t-shirt, can find everything from unique boutiques, to wine tasting, cupcakes, and shopping galore.

Modern Day Klamath Falls

Klamath Falls is blessed with many different shops downtown to keep out interest alive. From the cupcakes at CRAVE bakery, to the fine dining at Rooster's Steak and Chop House, and the great selection of quality used goods at both Periwinkle and Blue Dot Kids, there is something for everyone. 

And the best part is, the money stays local. The business owners of the downtown business struggle like any other small business owner. They are the common man, doing what they love, and trying to stay afloat in this treacherous economy, where every day could be one closer to closing their doors.

So how do we maintain the appeal of our downtown, keep it as vibrate and alive as it once was, back in the 1930’s, when people from San Francisco used their Model T Fords to make the treacherous journey to come HERE for their holiday shopping?

One of the keys is to work together, and connect as a community. Many of the downtown business, such as Blue Dot Kids, a unique consignment store for mother and child, connects with other business owners in order to make their community a success. Within weeks of opening, they were already member of the Downtown Association, and talking to other consignment store owners for advice about sales, events, and local clientele.

 It's not enough for a business owner to just open their door and expect business; likewise, connecting with other business owners, while necessary and useful, still will not even bring people in the doors. Business owners also have to care about not only their community, but their customers as well. Mike Connelly, local downtown business owner of Green Blade Bakery, says it best:

To my mind, it is not enough for an owner to "care about the success of their business." They have to actually, genuinely, care about the individual people who come into their place -- satisfying their needs, making their lives better. What managers and owners don't always get is that genuinely caring about the people is the only sure way to sustain the success of their business, especially in a small town like this one.

Too many business people think success is just an arithmetic problem, making sure the income is bigger than the expense each day. But really it's about building and sustaining relationships. When things get tight, they thoughtlessly jack prices and/or cut quality or service, which of course always does damage to whatever relationships they've managed to build with their customers.

Across the country, in recent years, what innovative business leaders have figured out is that when things get tight, you should be doing exactly the opposite: Giving MORE value for the money, and investing MORE in attentive, responsive service.

That's a lot easier when you actually care about human beings, in your heart. Too many business owners and managers just plain don't.

By being consistent within your organization, and connecting with other businesses, and finally, by caring about your customers, you can help not only your business but those around you as well. Downtown is a complex puzzle of different types of businesses, some sell similar wares and compete, others work together no matter what to help each other. They all have the "downtown culture" in common. And Downtown is a great part of Klamath culture, and we need to preserve it as much as we can by learning to connect & care.

Are You the Plus One?

It's rare anymore to see someone dining alone. In the face of the economy, it's more common to see groups of people going out, conscientious of  sharing a meal. In America, going out has become a luxury for most, and many of them want the best "bang for their buck." From families, friends, and even business meetings, it's easy to bring a "plus one" so everyone can pitch in $5 for lunch. Sometimes more difficult to contribute more than that. After all, there's still bills to be paid, and now eating out has become somewhat of an extra expense for many.

Enter the $5 Dollar Special

As a business, it's hard to think about offering something like this. With McDonalds charging over $8 for their BigMac meal (wow, who else remembers when it was less than $4?!), a lot of local places have trouble offering such a low price for a meal. After all... as a business owner, there's hard costs to consider. Why would you let a meal that costs you $10 to make go for only $5? That's a waste of $5! Too much waste can kill a business, faster than you can say, "high five!" But the $5 Special doesn't have to be a drain on your business. When done right, it can actually not only bring in a profit, but also keep your customer coming back.

Adding on A Plus One

It's unlikely that most people go out with only $5 in their pocket. The average consumer thinks about other costs as well, such a tip, or an activity to do before or after the meal. And it's pretty common to say that $5 specials, no matter where you are, don't come with a drink. So as a consumer, if you want your coffee or Diet Coke with that, you're going to bring an extra couple bucks (at least, with most places now charging $2.99 for a fountain drink). 

Most customers carry a couple extra dollars for their 

favorite soda or dessert

This is where you, as the business, can recoup from the loss of the special. But drinks aren't the only way to add plus one's to the bill - you can also suggest side dishes and dessert. Are they having a salad and need extra dressing? Would they like bread with that? Have a sample of your dessert on your display, so they can't resist a side of cheesecake or pumpkin pie. 

Let's do some simple math:

$5 (special)

+

$3 (drink)

+

$4 (dessert)

---------------------

$12 (total bill)

Looks like you just made a $2 profit from you original hard (production) cost of $10!

Of course, there will be days when customers only have $5; they are are simply drawn by the special. But these customers can be beneficial to your businesses. Don't forget that the $5 special got them in the door - now WOW then with your awesome selection of foods and goods. This will keep them coming back for more. You never know, that $5 customer may turn into the $50 customer for dinner service. And with any luck, they will be the Plus One that your business needs to survive.

Don't forget that customers are 
the heart and soul of a business!

Part III: CONCEPTS - Branding & Product

It's been a while since we have brought you a new installment of the Elevator Diaries, so let's take a moment to review. We are working through the 3 C's of Business, and this week our focus is on CONCEPTS. Let's take a moment to look over this principle:

...Remember to utilize concepts. Branding (such as logos), mottos, and a stellar product that stands out above the competitor makes all the difference between an "okay" business and one that truly Shines. For example, so you have an eggs and hashbrown special, but so does everyone else. Make it pop, makes it unique. Cover the hashbrowns in brown gravy and mushrooms, make the eggs benedict-style. So you have a computer store. What do you sell? What services do you offer? Encourage your customers to get discounts for mentioning your Facebook status or ad.

So, the CONCEPT of a business should make your business truly unique. This is two-fold: branding (the motto and logo), and special products.  First, we will look at branding and then an overview of products. 

Branding

Logos are more than just a picture that represent a business. Many logos gives us imagines, tastes, and even visions. What do you think of when you see the logos on the left? Does your mouth water for a cup of coffee, feel the pride of the olympians, or desire to use the new Ipad? These are nor more than simple symbols. An apple, a check mark, and some circles usually doesn't mean much. But when they are combined with a business, their entire meaning changes.

It's important to consider your logo. A bad logo, like the pharmacy pictured here, can change the concept of the business, and create a negative image. Likewise, the lack of a logo or one that is too simplistic, doesn't attrat customers. It's important that the logo be centered around the business idea, or an abstract logo that stands for an important motto. Much like Nike's "Just do it" motto, the "swoosh" represents more than just a check mark shape - it calls to mind their motto, and the myriad of products that Nike produces and stands behind. A logo is an essential part of any business, and should be one the defines the company. 

Products

A unique special, advertisement, or meal can make all the difference to a business. It doesn't matter if you are just starting out, or have been at it a while with years of experience. Consider national chains, for just a moment. Applebees and Denny's are both eat-in resturants, but have different menus that set themselves apart from each other. Applebees has made it's name searving steaks, pastas and drinks, while Denny's has mad a name as a down-home diner that serves a little of everything. Their products are different, and each caters to a different crowd. But what makes them different in their unique product.

 Now consider the concept of products from a local perspective. Klamath Falls has been blessed with many different bakeries. Bakeries, from home or from a shop, turn out the same type of products: cupcakes, cakes, scones, muffins, and other delectable pastries. But there is a local baker (of sorts) that takes his baking to a whole new level. Garret Stewart started his chocolate teir business, It's a Chocolate Thing, just a few months ago, but has been active ever since. Known for pushing the limit of unique chocolate-covered berries, coffee, peppers, and yes, even potato chips, he has made his business stand out from others with similar products!

So let your business defined by it's branding, it's logo, it's product. These concepts are the ones that keep your customers coming back for more. Create your logo so that your clientel recognize what you represent right away. Using our consistency principle we discussed, your customers should see your logo and it represent good things. Stay connected with your customers through placing your logo everywhere - yes, we mean everywhere! - is also a beneficial tool for your business. And make sure that you logo has an absolutely amazing product to back it up. Don't just make chocolate. Make chocolate SPECIAL. Don't just sell cars, or create furniture, or build websites, do it with style. Utilizing these two concepts will change the very face of your business. 

Part II: CONSISTENCY - Logos, Branding, and Service with a Smile

The concept of consistency is an often repeated one for business owners. When a business is in it's beginning stages, most owners develop a name and a logo. This is an essential step to helping the business take those first intial baby steps towards success. According to smallbusiness.com:

"As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market." 

 A logo is not the only important part of consistency, but service also matters when it comes to success of the business. Service includes packaging of the product, employees, and even how owners treat their customers. Many business owners often skip some of these important values, and are unaware of how detrimental it can be to their business! CBS.com reports:

"Being consistent with what you sell seems like an obvious priority, but it's not always the case, again especially with smaller companies. It's not unusual to see avoidable and even sloppy variations in quality, service, packaging and more. "

Let's look at logos and branding a bit more closely.  

Part II: Logo & Branding 

A logo, also called "branding," is very important to a company, because it creates the "face" of the company. Graphical representation provides information that makes our brain skip a few steps in retrieving information about the company. For example, what's your first thought when you see a check mark? What about this check mark:

For many of us, this represents the company Nike, locally owned and run in Portland, Oregon, and the shoes and other sports material it represents. The Nike symbol is stamps on everything they produce, from socks, shoes, to balls, bats, backpacks, and other items. But it also sparks an emotional response for those that see it: the freedom of a run, the highlight of hitting the ball out of the park on a home run. A logo can be beneficial not only for products and advertising, but also to help the customer obtain a desire to the use the product.


If we switch to a local product, observe this logo:

 For the last 10 years, our community has seen this logo on a local shack that has gained popularity for it's pulled meats and homemade sausages. A few years ago, this logo was displayed on their new restaurant. To everyone that favorites Wubba's, when they drive down S. 6th, they not only see a BBQ diner, but salivate at the thought of pulled pork, ribs, sausage, a French Dip, or a fresh mixed margarita.  Wubba's might not illicit this type of response without their consistant branding of their large red and yellow sign! (Check out their mouth watering menu here: www.wubbsbbqshack.com)


As logos are an essential part of business, the lack of consistency in the logo can often kill a business. Plain text or signs that lack appropriate colors can often make the business unattractive to customers. For example, if you were driving down the road and saw a sign for an Italian restaurant, and the colors were red, green, and white, you associate those colors (of the Italian flag) with Italian food. But, if the sign was pink, blue, and yellow, you might wonder just what kind of food they served. 


This applies to not only restaurants, but also professional offices. Imagine what our world would be like if realtors, instead of basic house-shapes on their sign, used a pizza clip art. How inclined would you be to trust them with your future house? Would you go to a doctor who had a soda on their sign for a logo? Keep your logo and branding in mind when you create one. And spread the love - put it on your sign, your business cards, your letterheads, and your envelopes. Consistency is key!

Consistent Service With A Smile!

No one likes to see a grumpy-puss behind the desk or counter of your favorite business. We have all seen that "one person" who obviously didn't want to come into work today! (And for some reason, these people often work in the medical field!) There's nothing less welcoming than the dreaded trip to the dentist, and the receptionist is scowling, and frowns at you while you fill out your paperwork. Feeling anxious yet? She's about to make you feel more uncomfortable! Have you ever gone to McDonalds and the person taking your order was less than thrilled about it? It's not a surprise that you get the Mcchicken when you ordered the Big Mac!

As a business owner, whether you run a busy medical office, a restaurant, or a product center, it's important to keep and eye out for your consistent service. Be the business owner that motivates your employees to treat your customers right, and every time they greet the customers. If you aren't aware of what your front desk and counter is doing, the reputation of your business could be at risk. In a small town, reputation  can be the difference between keeping your doors open!

(On the flip side, be the consumer that understand bad things happen to good people! Sometimes the grumpy waitress ran late and is worried about their sick kids at home. Leave and extra tip and a clean dining area, and watch her frown turn upside down!)

Keep in mind that consistency doesn't have boring, or make your employees unhappy. Think of consistency as a map to success for your business. CBS says it best:

"Put to best use, [consistency] is a road map for each area of your business, but it's a road with very wide shoulders. It is possible -- and desirable -- to be extremely consistent without stifling creativity, discouraging individuality, or eliminating personal judgment and responsibility. Consistency and flexibility are not mutually exclusive; a band can perform the same song a hundred different ways while staying true to the distinctive sound that its fans expect."

 You may be the only band in town, or you may be a band among many. What makes you unique and stand out? Your connections, your consistency, or your concepts?


Check back next week for our continuing discussion on concepts and what sets your business apart from everyone else!

For more info, see these articles we found:

(http://smallbusiness.chron.com/importance-logos-business-577.html)

http://www.cbsnews.com/8301-505143_162-57374851/how-consistency-touches-every-area-of-your-business/

Part I: CONSISTENCY - Using Social Media

A few weeks ago, we introduced the concept of the 3 C's: Connection, Consistency, and Concepts. This week we would like to cover the topic of consistency. And, just so you don't have to fiddle with that annoying back button on your browser, here is a review of consistency:

Consistency - if you post hours you're going to be open, be open, or utilize social media to explain why you have to close. Also,  ensure that the logo, motto, service, and products always go above and beyond.

This is a two-parter. Part One:  consistency with business hours, and using social media to your full advantage. Part Two: logo, motto, service, and product consistency.


Consistency has become such an issue with small business, that CBS has even dedicated pages to this issue:

The importance of consistency in business seems so basic as to not need discussion. Yet many companies -- especially smaller ones -- operate in a day-by-day, case-by-case fashion that is disorganized, undisciplined and certainly inefficient. 

CBS reports on products, employees, service, and operations, and growth. We're going to look at some simple steps you can take to achieve consistency. And, because we don't want to bore you (stifle that yawn!) we will only be discussing business hours & social media is this part. See Part II for logos, mottos, and service consistency.  

Part 1: Business Hours, Social Media, & You

Business Hours

In our previous post, we demonstrated the need for CONNECTION with your customers and other businesses. Connecting via social media is important not only for contests and specials, but also to let your customers know when and even why you must close during normal business hours. 

Make the best use of social media by advertising
your business hours, including unexpected closures!

Your customers count on consistent business hours. Sometimes they are running late for lunch, and stop by after 2pm. Many customers are first timers, solicited by your sign on an impulse purchase, and stop in after 5pm on their way home from work. It's important that they know that you are going to be open when you say you are going to be open. When a business is closed during their reported business hours, it makes customers question the dependability. Often, they will go somewhere else, and you have lost an important client. Even worse, the word of mouth in a small town like Klamath can be detrimental to the business as a whole. 

For family run or small businesses, sometimes emergencies occur and business must close their doors. Often, there is little time to place a hastily written sign on the front door for customers that may not be connected with you on your social media site. However, if your business is already connected with social media, make and effort to communicate to your customers a statement of why and when you will close and reopen. 

Here is an example of a local business that used this principle to it's fullest:

Indian Hurry Curry

Check out their facebook page for
daily specials here:  
https://www.facebook.com/41frederick) 

Raksha Chhotu, owner of local business Indian Hurry Curry, arrived to her store one morning to find it was flooded after a recent heavy storm. Knowing she would soon have her usual lunch rush, she quickly posted on Facebook that her store had flooded and she would be closed for the rest of the day. When she reopened, her customers waited in line for her to open to get their "curry fix" that they had missed the day before. There was little to no complaints, and that day she nearly ran out of food for all the customers that had to wait an entire day for their favorite dishes! Raksha's quick and consistent use of social media to connect her hours & specials with her customers turned her business from closed into a thriving busy place in just a few  
                                                                                       days! 


No matter what you prefer, from social media to the handwritten personal sign, the consistency in your business hours can make all the different to your customers. It only take a few minutes to show the customers you care about their business, by reaching out to them via your electronic device. It will keep your customers coming back for more. 





For more on business consistency, check out the article at CBS.com:
http://www.cbsnews.com/8301-505143_162-57374851/how-consistency-touches-every-area-of-your-business/


Read  Part Two Here: http://the13thfloorkf.blogspot.com/b/post-preview?token=E2mctzgBAAA.a0tZoFs4MOQXaNVV3rWPlw.d4IMiwIfu8cw_SIWVqtpIA&postId=1551194131794155914&type=POST 

GET CONNECTED

Our staff took a much needed mini vacation to brush up on our business knowledge. Sorry about missing our blog last week, but the sand, surf, and lectures called us away! 

So, after a few responses to our last blog entry, we decided to expand on our 3 C's of Business concept. This week we will focus on CONNECTION, and in the following weeks we will look at CONSISTENCY and CONCEPTS.

How is your business connected to the customers? Whether you encourage customer to review your business with yelp!, or a social media like Facebook or Twitter, staying connected with customer is important to business survival.

If your business doesn't have a web presence yet, consider how easy and (usually!) free it can be to start promoting your business online. Here's a quick reference on how to start up your own social media site:

1. What kind of contact do you want to make with your customers?

2. Do you want to share pictures?

3. Do you want to share a long story, or a quick blurb?

4. Do you want only limited information?

Depending on your answer to these questions, there is a different social media out there for you. Of course, the first step is to research the social media before you sign up for an account. It's important to consider not only what TYPE of social media, but also, how many people are networked into it. For an example, MySpace may not be the best tool for advertising! Find a social media that you are also comfortable using. If it's difficult to share photos and hard to navigate their site, don't waste your time. Social media sites should be easy to use and not cluttered or complicated. This makes it easier for you to post on it, and easier for your customers to find your items and posts.

Now, you may be wondering, "What is the difference between all these sites? Aren't they all the same?"

The answer is yes AND no. While each social media site can be used for business and do function in much of the same ways, each one is unique, and focuses on different aspects of your business. In this entry, we are only going to focus on "the big 3" of social media: Facebook, Twitter, and YouTube. But there are certainly others out there that you may try - social media can open new doors to your business you maybe have thought was either too expensive or too hard to accomplish. Leave us a comment on your favorite social media site!

If you would like to type up to a paragraph, and include a picture, or run a contest, consider using Facebook. With over 3 billion members, they are certainly well networked, and their simple interface is easy to use. Some examples are: small business, restaurants, and day cares, in order to share pictures and run specials.

If you like sharing with your consumers short (less than 100 characters) coupons, advertisements, or business updates, Twitter is a great way to get them connected to your business. Some examples are: mobile businesses like salons and bakers

If you want to share videos of your product, such as set up and quality of design, then YouTube might be for you. Some examples are: construction and home improvement, gardens/nurseries, political agendas.

For those of you that need some social media in your business life, go off and create your account, and good luck. If you already have a web presence and are working on promoting your business, we would like to talk to you now. 

Yes, YOU! The one who always shares their burger special, offers discounts for mentioning their post, or takes the time to edit a video for upload - keep up the good work! Sometimes, uploading that photo or sharing your special can seem very time consuming, but it is worth it for the extra customers that it brings in. Much of the world is very CONNECTED today, and without your connection to others, your business will have a hard time thriving. With that in mind, here's some simple rules of ettiquette for your social media site:

1. There is such a thing as "too much posting." Utilize Folders for your photos: Chances are, after the 100th post of your flowers or steaks, customer may start to 'hide' your posts, which limits what they can see in the future. Instead of sharing a lot of photos, put them in an album or folder, and share the entire thing. That way, customer don't get overloaded with too much information.

2. Pictures are ESSENTIAL. Unless you run the local honey bucket company, visual stimulants are imperative to your product. Your customer may skip your text-only special unless you entice them with an enticing picture of your special. A picture speaks a thousand words, and on the internet, it speaks even more. So post away with snapshots of your delectable items!

3. Typos are the fastest way to start an argument. Proof read and edit your post, and, if possible, have someone else at the business double-check it as well. Customers typically won't be afraid to point out any errors, which sparks a debate that leads away from the discussion about your product. It also goes without saying, if you use bad grammar and spelling intentionally, it doesn't look very professional to maybe consumers, who may end up skipping your business entirely.

Whether you are new to social networking or a veteran from those long-ago days of MySpace (lol), continue making your business connected to the outside world. It's not just locals that sample your goods, but people from out of town and from different states and even countries! In a small town like ours, CONNECTION can mean everything. 

The 3 C's of Business

Connections. We are all connected, whether it's where we live, where we work, and where we shop. Facebook, especially in this small town, has connected people in more ways than we know. The Klamath Falls Yard Sale site has brought together buyers and sellers in safe environments, and after a few repeat buyers, a few people have established weight loss groups and family play dates. All by just connecting on Facebook!

Connecting in our town is imperative to not only indiviuals, but also to businesses. According to Entrepreneur.com, online marketing is worth almost $3 billion dollars.Connecting with your customer via facebook, twitter, blogs, and other social media can be a huge benefit for your company. All of them allow you to talk about your product, post pictures, and all at little to no cost to you! 

(http://www.entrepreneur.com/marketing/onlinemarketing/index.html for more info!) 

Connecting isn't the only important concept, consistency is also something that needs to be considered. Recently, a few new businesses in town have not been open during their normal posted hours. This is one of the fastest ways to lose customers! When your business isn't open and there is no explanation (such as a post on Facebook, or a note on the door) customers think that you just don't care about them, and they will go somewhere else. Consistency also applies to  the quality of service and product. Although any business has its ups and downs, but if you strive towards consistent good service and excellent dishes or products, your business will strive.

Finally, remember to utilize concepts. Branding (such as logos), mottos, and a stellar product that stands out above the competitor makes all the difference between an "okay" business and one that truly Shines. For example, so you have an eggs and hashbrown special, but so does everyone else. Make it pop, makes it unique. Cover the hashbrowns in brown gravy and mushrooms, make the eggs benedict-style. So you have a computer store. What do you sell? What services do you offer? Encourage your customers to get discounts for mentioning your Facebook status or ad!

Just remember those 3 C's:

1. Connecting - reach out to your customers with the use of the internet or social media

2. Consistency - if you post hours you're going to be open, be open, or utilize social media to explain why you have to close. Also,  ensure that the logo, motto, service, and products always go above and beyond

3. Concepts - have that product that stands above the rest - that special dish, the unique product, or the social media connection with advertising

If you remember these 3 C's, your business will benefit from your hard work. The profits may not come rolling in, but you will be able to keep your doors open, and you will establish grateful repeat customers, which is the backbone of any business. 

Behind the Scenes

I was at a local establishment a few days ago, and while I preparing to leave, I overheard a waitress tell the kitchen, "The crisis center is here!" After some initial alarm, I watched three people arrive with large bowls and Tupperware containers, and leave laden with soup. Ah, I thought, this is one of those 'behind the scenes' type of things. 

Behind the scenes: it's like going to a theater, and seeing the actors perform, but not realizing there is an entire crew of people that rig the lights, prepare the costumes, and compose the music. It's a term I've often used for the circumstances that we, as humans, cannot see, but they are always there, waiting on the sidelines for us to notice them.

For example, have you seen a local buffet, and the "food they waste," but little did you know, they have donated racks of food to the mission every night? Did you know that local restaurant that never looks busy, donates it's soup to the crisis center for women and children? Did you know that the lady pushing her cart down the street, wearily looking for a bus, just got done volunteering at Head Start for 8 hours, and just wants to get home?

Did you see the mom at the grocery store, who looks so well put together, with freshly manicured nails and designer clothing? Her children are so well behaved, and she's only purchasing name brand items. But behind the scenes we find a different story. Her husband was just laid off, and their house will be foreclosed on. Her payments are late on her car, and she wakes up in a panic every morning wondering if it will still be in her driveway. 

We see her nails, her clothes, her perfect hair. But we don't see her heart ache, her anxiety, and her worry. We see her well behaved children, and we don't see that their time at private school is only going to be a memory. We see her get in her shiny car, but we don't see that in a few weeks or months, she will be driving a used and beat up SUV. 

There are many college students graduating this weekend. If you are watching any of the ceremonies, I encourage you to think "behind the scenes." That woman they just called, might have made it through college after 6 long years, as a single mom working 2 jobs and going to school. The man they just called, might have lost a loved one during college, and even though it was hard to continue, they still managed to graduate with honors. 

Everything passes us by in and instant and we never get time to think about it.  

It's like "don't judge a book by it's cover" only don't just look at the cover or the words of the book, like a theater, look at the key players that have brought them to where they are today. This week, I encourage you to think "behind the scenes."