If you don’t think customer service is part of marketing—and maybe the most important part—this post is must reading for you.

Old movie theater marquee. Photo by Marcus Buckner.
Old movie theater marquee. Photo by Marcus Buckner.

Great Service Builds a Business

Great customer service builds long-term customers, relationships, and ambassadors for your brand! Just ask Nordstrom. They surely don’t compete on price.

Ask Southwest Airlines, which made its original reputation on low prices but now is known for exemplary service in an industry that generally treats its customers like crap. Many times, I’ve actually paid a bit more to fly Southwest, because I know I can check bags for free and—more importantly—change my ticket if there’s an issue.

Southwest earned my loyalty by saving an expensive cruise vacation that was about to go up in smoke when our airport closed for a snowstorm and we weren’t going to make our connection to the cruise ship. Southwest cheerfully if perplexedly let us shift to the following day in a different city, so we could board at the ship’s first port-of-call.

These days, I go to the Southwest website first, and only check discount travel sites if I can’t get a good flight there. Have I told people they should fly Southwest? You betcha. I just told you and a few thousand others, in fact.

Crappy Service Kills a Brand

Yet no amount of (expensive) marketing will undo bad customer service. This is something I talk about in many of my books, including the most recent, Guerrilla Marketing to Heal the World.

I have boycotted a number of businesses that treated me shabbily—including the movie theater in the New York City neighborhood I grew up in that sold my 12-year-old self a full-price adult ticket and made me sit in the children’s section. I have not been back in the 47 years since—because I felt wronged and discriminated against.

But the worst was our local Toyota dealership. We had a long and extended bad interaction with them that culminated in a phone call, “you have 24 hours to get your car out of our lot—and by the way, the engine is in pieces in the trunk.”

Not only did I write a five-page complaint letter with full documentation to the VP of customer relations for Toyota USA (which gave a too-little-too-late form-letter make-good offer a full year later), not only did I never buy as much as a tube of touch-up paint from that dealer for the rest of their career and was not sorry when they closed—but the next time I went car shopping, I didn’t even seriously consider Toyota and bought a competing brand. That was the first time I bought a car not built or designed by Toyota since 1981; they threw away decades of strong brand loyalty. Over the 30 years or so that likely remained in my car-buying lifetime at that moment, they probably cost themselves well into the six figures.

And no amount of expensive advertising will counter the disconnect if you don’t walk your talk, even if it’s not a customer service issue. If you have a sign posted in your store noting that you’ve empowered your employees to solve customer issues, as the late Blockbuster Video did, that should actually be the policy. It wasn’t for Blockbuster, in my personal experience. And they’re gone.

And these days, a frustrated customer doesn’t just tell ten friends. I just read recently that Dave Carroll’s video, “United Breaks Guitars”—seen by nearly 17 million people—actually lowered the airline’s stock price. The video also garnered tons of mainstream media coverage (including CBS and CNN), many new fans for Carroll and his band, the Sons of Maxwell, and even a book contract (the book—big surprise—is called United Breaks Guitars. And think about all those “companysucks.com” websites out there damaging brands.

In Guerrilla Marketing to Heal the World, I cite an auto-industry study that only 40 percent repurchase. So it’s up to you to turn satisfaction first into delighted amazement, and then into loyalty, and finally into ambassadorship for your brand?

Timothy Keiningham and Terry Varva, authors ofThe Customer Delight Principle: Exceeding Customers’ Expectations for Bottom-Line Success, point out that marketing’s primary role is to communicate “the wants, needs, and expectations of current and potential customers,” [emphasis mine] so the business can “create and distribute products or services that more closely address and answer these inherent needs.” If meeting the needs of current customers doesn’t encompass customer service, you’re in trouble.

Please share your customer service successes and disasters (either as a vendor or a s a customer) in the comments section, below.

 

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Here in Massachusetts, we get to vote on some interesting referenda.

Lifting the Charter School Cap

UPDATE, OCTOBER 6, 2016: I’ve been convinced in the intervening weeks that this particular charter school vote is not one I can support. I am not convinced of the motives of this bill’s supporters, and I see a greater threat to the public schools in the way this measure is structured. Below is what I’d written on September 18, before I was really aware of the issues with how this referendum is structured. All my other points about the other issue and candidate remain accurate.

One is on lifting the current cap on charter schools. These schools are publicly funded and privately run, funded primarily by a state per-pupil allotment. They range from liberal experiments in educational democracy to corporate-sponsored throwbacks to long-abandoned educational models promoting rote learning and obedience. At the moment, 32,000 Massachusetts students are on waiting lists for charter schools.

Preschool girl with a creative project. Photo by Anissa Thompson.
Preschool girl with a creative project. Photo by Anissa Thompson.

It’s important to separate whether the charter school experiment is a good thing from the funding formula. Bias disclosure: both of my kids attended charter schools for elementary through high school, so I’m a quadruple alumni parent. It’s also worth pointing out that my wife and I both attended the same New York City high school for gifted children. This was a public school, but in many ways the experience was closer to an academic-achievement-oriented charter school in today’s world.

The switch came for us when the public school second grade teacher insisted on teaching reading by lowest common denominator. Our daughter, who had always loved school through preschool, kindergarten, and first grade, very quickly started hating it. She didn’t want to sit through whole-class reading lessons using a book with two words on each page, paced to the slowest kids in the class–and the school administration was not responsive. We moved her to Hilltown Cooperative Charter Public School, an arts-based school that emphasizes love of learning through multiple modalities–and she thrived there.

We worried that my son, five years younger than my daughter, could have been a bullying victim in the traditional public school, as I was. He was a sensitive, feminine, non-sports-playing classical musician, avid reader, and a member of a tiny ethnic minority in our town. And our town’s school culture is heavily focused on sports. But he did well in the zero-bullying-allowed culture at Hilltown. Both of my kids went on to thrive in the performing arts charter high school they attended afterward (which was, incidentally, much more ethnically and racially diverse than our town public school). My son drew on that training to attend a major music conservatory for both his undergrad and graduate studies.

Hilltown also did its best to follow its mission and be a lab school for new educational methods, which it was eager to share with other area schools. However, the school’s outreach efforts were rebuffed over and over again. My wife was on the board for a while, and she told me how almost every outreach gesture was brushed away by the local traditional public schools.

I vote an enthusiastic yes for the idea of charter schools–but the funding formula borders on criminal IMHO. Removing resources from the traditional public schools just adds to the spiral of despair, increases bureaucracy, denies resources to kids who are in many cases already begging for more, and cuts off real learning.

Yet I will vote for more charter schools–because they were there for my kids when traditional public schools failed them–but reluctantly, because I think the funding formula strikes a blow against public schools with every student who leaves.  And whether or not the vote passes, I think we charter school supporters have to be part of fixing that rotten funding formula. And as a vote to give a few of those 32,000 waitlisted students the same opportunities my children enjoyed.

Recreational Marijuana

I will also vote, reluctantly, for pot legalization, though I don’t like the way the industry is moving. I see it becoming another outpost that extracts money from the poor, uses questionable marketing tactics, and encourages people to detach from reality rather than step up to the plate and work for change. It’s also likely to concentrate clout in the hands of a few big players, squeezing out any mom-and-pop businesses. And I worry about fostering a culture of chemical dependence, and of course I worry about problems when people drive while stoned.

However, we already have all of that, with alcohol. And pot is actually a much more socially benign form of blocking the real world than alcohol. Pot smokers don’t get aggressive or violent, and don’t drive nearly as dangerously, as drunks. And criminalizing this behavior causes deep and lasting damage. It:

  • Ruins the lives of people who are using a much milder drug than many legal ones
  • Diverts scarce law enforcement and criminal justice resources away from crimes that actually hurt people
  • Causes a tremendous financial burden to taxpayers (it’s not cheap to keep someone in jail for several years) and contributes to prison overcrowding
  • Builds the criminal infrastructure (alcohol prohibition was what really made the Mafia a force to be reckoned with)
  • Jacks up prices to levels that may lead to property crime

Once again, I’m voting for the lesser of evils. Criminalization is a failed solution.

The Presidential Race

And yes, dammit, I will vote reluctantly for a deeply flawed Democratic presidential candidate who in many other years might not get my vote, even though I live in a “safe” state where I could vote third-party, and have voted for independent candidates in the past.

I want such an overwhelming margin of defeat for Trump’s agenda of racism bullying, misogyny, lying, cheating his suppliers, suppression of the media, egomania, etc.  that he never shows his face in politics again. Let’s compare Clinton and Trump:

I could go on and on. If you want more, start with longtime political observer Adolph Reed’s article, Vote for the Lying Neoliberal Warmonger: It’s Important. And to those on the Left who say a Trump presidency would revitalize the opposition, I would respond that repression doesn’t often create a climate of change. For every success like the freedom struggles in South Africa and India, there are many more like Prague Spring being crushed by the Russians–where the hopes and reams of the people are squashed like bugs. We didn’t see a popular uprising during Reagan’s or even George W. Bush’s presidency; why would we suddenly see one under Trump and his suppression of the press?

In other words, I find myself facing the lesser-of-evils in three different votes on my November ballot. And while I can’t say I’m OK with it, I find voting for the lesser evil better than the non-action that triggers the greater evil. Better still: taking action to get voting reforms so we no longer need to vote lesser-evil.

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Someone asked me today what advice I’d give to someone just starting out. If someone had given me these four bits of advice in 1981 when I was just starting out, I’d have been on the success track a lot faster.

  • Be green and ethical—and willing to proclaim this to the world
  • Delegate early, especially those things you’re not good at–but keep checks and balances in place
  • Don’t reinvent the wheel. An off-the-shelf solution may be better and cheaper than reverse-engineering something
  • Recognize the REAL opportunities that provide first-mover advantage–and walk away from those that aren’t there yet
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Dear Donald Trump,

Now that it’s abundantly clear that you ain’t gonna win, you’re already making claims that the election will be rigged.

Mind you, I share your distrust of electronic voting machines without paper backup. Yes, they can be manipulated. They likely were in 2000 and 2004.

Caricature of Donald Trump by DonkeyHotey, Creative Commons License: https://www.flickr.com/photos/donkeyhotey/5471912349/sizes/m/in/photostream/
Caricature of Donald Trump by DonkeyHotey, Creative Commons License: https://www.flickr.com/photos/donkeyhotey/5471912349/sizes/m/in/photostream/

But you will lose because you underestimate the decency of the American people. Your views AND your tactics are so repugnant that you even got ME to vote for Hillary Clinton—not because I’m so in love with her (actually, I have lots of issues with her), but because I want your margin of defeat to be so “yuge” that it dwarfs the margins of even Goldwater in 1964 and McGovern in 1972. I’ve voted third-party before, and there’s a third-party candidate this year that I could feel somewhat comfortable voting for.

You will lose because of your racism…your misogyny…your constant bullying and name calling…your attempts to shame people for being disabled, losing a son who defended our country, surviving years of torture and horrible conditions as a POW who stood true to his beliefs…your untrustable temper…your veiled threats of violence…your refusal to disclose your finances, which the New York Times called “a maze of debts and opaque ties…your 40-year history of cheating small business owners, lying, and showing your contempt for others.

You will lose, by a landslide, because you do not speak for the American people. The American people are better than you—and we deserve better leadership than you offer.

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The two big messages of the Democratic Convention were Hope and Inclusion. Hope, of course, was one of the two themes (along with Change) that propelled Barack Obama to the presidency in 2008.

The danger with memes like Hope and Change is that they leave people greatly disappointed when not much appears to change. Obama actually has a pretty powerful record of accomplishment (and here’s a shorter but more up-to-date list prepared by the Democratic Party). But he’s somewhat diffident about claiming it—and his legacy is much less than it could have been because of the concerted effort of the GOP to deny him any victory no matter how small. Here, for instance, is Mitch McConnell, early in Obama’s presidency, saying the President is not sufficiently bipartisan, despite Obama’s unprecedented and massive outreach to the other side at the expense of that agenda of hope and change—something even Fox News noticed. (Of course, by 2010, McConnell was openly saying his top priority was making sure Obama was a one-term president.)

I have plenty of issues with both Obama and with Hillary Clinton—but government is supposed to be bipartisan, not spoil-sport-losers-blocking everything. The Democrats even allowed George W. Bush to govern, despite his awful, destructive policies from which the country is still recovering. That Obama has been able to get anything done in this climate (and as those two links above prove, he’s done quite a bit) is remarkable. That the Republican Party has thwarted the will of the people over and over again these 8 years is shameful.

Obama also has a tendency to “roll over and play dead” unnecessarily. To name one example, that he gave up so easily on filling the Supreme Court vacancy caused by Scalia’s death is shocking—and very bad precedent. As a former community organizer, Obama should have had a clue about how to break he deadlock—keep the apparatus that twice elected him president active, to deluge Republican legislators with calls and letters supporting particular pieces of Obama’s agenda—to keep people involved and motivated while at the same time disassembling Republican intransigence, making its revelry in being “The Party of No” politically difficult. Obama could have organized a backlash in the 2010 election and accumulated massive majorities in both houses. But he let his eager champions wither on the vine.

Hillary Clinton and Bernie Sanders
Hillary Clinton and Bernie Sanders

Inclusion may not be as powerful as hope, but it’s a very strong meme nonetheless. This year’s Republican candidate openly embraces hostility to inclusion—attacking Mexicans and Muslims along with immigrants in general, mocking disabled people, and even attacking the patriotism of decorated war hero Senator John McCain. So it’s a good move for Hillary Clinton to reclaim the emotional territory she gave up to both Sanders and Trump during primary season—and in this case, I do think it’s genuine. The first night of the convention, especially, was all about outreach to those who’ve felt disenfranchised (including the millions of supporters of Bernie Sanders). Clinton’s good dose of Policy Wonk may also be the antidote to Trump’s sketchy sound-bite promises about how he would govern.

The themes of inclusion, hope, and competence were in tremendous contrast with the Republican Convention, whose dominant message was fear—expressed in xenophobia. The other message of the Republicans was “we don’t have to give a crap about people we can beat up”–a big rallying point for those who agree, but a big push-away for anyone who might be a potential victim–and that’s a LOT of people. This is essentially the message of fascism, and it scares me to see it coming out of the mouth (and Twitter feed) of a nominated major-party candidate for President.

And this is why I will vote for Hillary even though my own politics are closer to Jill Stein’s, and even though I live in a state that will vote Democratic no matter what. I am not thrilled about voting for Hillary, but I will vote for her. I consider Trump the greatest threat to democracy and liberty in my lifetime. His repeated use of Hitlerian memes is very troubling. And I think very deliberate. I want Trump’s margin of defeat to be so “YUGE” that we never see his ugly politics again.

Looking at the election as a whole, I’d bet that Trump, a master marketer for decades, has studied NLP (Neurolinguistic Programming—an extremely powerful approach to getting inside people’s minds through the use of deep psychological triggers) and is far better at getting his (loathsome) message across than Clinton is. The Republicans have been using sound bites that appear to be based in NLP techniques for over 30 years, but Trump has taken it much deeper. Clinton, by contrast, is an old-school politician who hasn’t quite figured out the 21st-century shift in marketing from push to interactive. And Sanders has probably not studied marketing but he’s a natural. His brand is wrapped in an integrity that neither party nominee can offer—and he has a long background in (and deep understanding of) community organizing as well as electoral politics. When he started as a politician, Vermont was not exactly a progressive hotspot. I believe he helped create the climate where his state is now among the bluest in the nation.

Interestingly, all three are around the same age, spanning from Clinton’s 68 to Sanders’ 74 (Trump just turned 70)—yet the oldest, Sanders, had the strongest appeal to youth. And the younger candidates, from O’Malley to Rubio, were all eliminated months ago.

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Seth Godin. Photo by Jill Greenberg. Courtesy of Seth Godin.
Seth Godin. Photo by Jill Greenberg. Courtesy of Seth Godin.

Legendary marketer Seth Godin recently wrote about offering the benefit of confidence, rather than the benefit of the doubt.

He said:

Someone faced with doubt rarely brings her best self to the table. Doubt undermines confidence, it casts aspersions, it assumes untruths…

[W]hat happens if you begin with, “the benefit of confidence” instead? What if you begin by believing, by seeking to understand, by rooting for the other person to share their best stories, their vision and their hopes?

I’ve never articulated this, but it’s a key part of my business philosophy. I assume the best intentions, and the ability to rise to greatness. Sometimes there’s a lot of doubt to overcome.

A client of mine who has now worked with me for several years first approached me by mailing a poorly written typewritten manuscript (probably typed in the 1970s) to my postal address, without including either a phone number or an email, with an almost incomprehensible cover note. I overcame my skepticism and modified and printed out a copy of my response to book shepherding queries, and told him in the letter that he had to give me an email address and phone number, and to get the book into a computer so I could send it to an editor. While I didn’t really expect to hear from him again, I think I may have gotten the job because I was polite and responded as I would to any other prospect. I said nothing dismissive or condescending and simply outlined the (many) steps it would take to turn this into a publishable and published book, and some idea of how much that would cost. He has done everything I suggested and the final book was so good that it won an Ippy Award and the screenwriter we hired to do a movie treatment fell in love with it.

While this was an extreme case, quite a few of my book shepherding clients were starting from an extremely rough place (including several whose first language was not English). They spend several tens of thousands with me by the time the project is done—and they are thrilled and amazed by the finished product. Quite a few have won awards.

On the green and social entrepreneurship profitability/product development and marketing consulting side of my business, I see similar patterns. Some companies would like to go green but have no idea. Others are already going down that route but would like to find a way to tie their work to something bigger. They want to do something that turns hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. Again, the process can be long and slow, but the results are worth it.

So while I’ve never articulated Godin’s “Benefit of Confidence,” I’ve lived it. Thanks, Seth.

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Donald Trump and the late Muhammad Ali had at least three things in common: personal wealth, a love of bragging and a willingness to speak their mind even if others were offended. But there’s a big difference: Ali actually had something to brag about. He really was the greatest at what he did, racking up an amazing 55 victories over 61 fights in his career, and going undefeated in his first 30 bouts.

Muhammad Ai probably wore gloves like these. Photo by Wojciech Ner.
Muhammad Ai probably wore boxing gloves like these. Photo by Wojciech Ner.

He was also a man of deep principle, foregoing his career for three years after refusing to fight in Vietnam.

This is what he said about that choice:

Why should they ask me to put on a uniform and go 10,000 miles from home and drop bombs and bullets on Brown people in Vietnam while so-called Negro people in Louisville are treated like dogs and denied simple human rights? No I’m not going 10,000 miles from home to help murder and burn another poor nation simply to continue the domination of white slave masters of the darker people the world over. This is the day when such evils must come to an end. I have been warned that to take such a stand would cost me millions of dollars. But I have said it once and I will say it again. The real enemy of my people is here. I will not disgrace my religion, my people or myself by becoming a tool to enslave those who are fighting for their own justice, freedom and equality. If I thought the war was going to bring freedom and equality to 22 million of my people they wouldn’t have to draft me, I’d join tomorrow. I have nothing to lose by standing up for my beliefs. So I’ll go to jail, so what? We’ve been in jail for 400 years.

Agree or disagree with him , you knew where he stood.

Ali was also a humanitarian and philanthropist, using his fortune—a fortune amassed not through inherited wealth and speculative business ventures, but by coming up out of poverty and putting himself in the ring to be slugged again and again by some of the strongest people in the world—for social good.

By contrast, Trump brags about screwing people over, is very quick to unleash insults on others, and yet is very thin-skinned when anyone criticizes him. He even revoked the Washington Post’s media credentials to cover the Trump campaign because he didn’t like the things he said about them.

Let’s listen to Trump in his own words:

“The beauty of me is that I’m very rich.” –Donald Trump

Of course, it helps that he inherited a fortune from his father, a large-scale NYC landlord whose racist policies were so bad that Woody Guthrie (his tenant, briefly) wrote scathing songs about him. Trump’s own record includes lots of failure—including four bankruptcies. It’s hard to imagine him getting rich if he hadn’t had the springboard of his father’s wealth. And he brags about using bankruptcy as a tool to screw the public to further his personal fortune. This quote is on the same 2011 ABC news report on the bankruptcies:

I’ve used the laws of this country to pare debt. … We’ll have the company. We’ll throw it into a chapter. We’ll negotiate with the banks. We’ll make a fantastic deal. You know, it’s like on ‘The Apprentice.’ It’s not personal. It’s just business.

Two more very telling quotes from The Donald:

“If you can’t get rich dealing with politicians, there’s something wrong with you.

“I rented him a piece of land. He paid me more for one night than the land was worth for two years, and then I didn’t let him use the land. That’s what we should be doing. I don’t want to use the word ‘screwed’, but I screwed him.”–Donald Trump

Has he reformed? No. Just look at the recent flurry of news stories quoting everyone from the conservative National Review to the New York State Attorney General calling his Trump University “a scam.”

Results for search for "trump university scam" from Washington Post, CNN, Wikipedia, and National Review
Results for search for “trump university scam” from Washington Post, CNN, Wikipedia, and National Review

This is the continuation of a long history of unethical business dealings, as this story in US News and World Report notes.

As it happens, I’ve heard both Muhammad Ali and Donald Trump speak in person—Ali at an Aretha Franklin concert in Harlem, in 1971, and Trump delivering the keynote for a conference where I was also speaking, in 2004. Ali’s speech left me feeling empowered. Trump’s left me feeling I’d been slimed by an exhibitionist in a public place.

This bullying, thin-skinned, name-calling racist and sexist who brags about how he gets rich on the backs of others has no grasp of the issues, and apparently no ethics. He  doesn’t belong in the White House.

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In one day, I had two interactions with people reaching out on behalf of their employer that made me scratch my head.

I got telemarketed by a woman who claimed to have sent me some stuff I never received. She didn’t understand the simplest questions like “was it by postal or email?” (answer, repeated 3x: “Mail”) “What domain was it coming from?”

To top it off, the follow-up email, or what I believe was the follow-up email, came from a different domain and was signed by a different person, but it mentioned a conversation with their office.

And then there was the person who private-messaged me on Facebook about her social media marketing services. When I clicked the link, I was appalled at the sloppy grammar–NOT a way to get me to do business. When I told her that careful writing matters to me and that I wouldn’t be doing business, she started asking whether I would scout for her as an affiliate.

Who vets these people? If you have people representing your company, they should leave a GOOD impression with prospects. Yet over and over, I see businesses being harmed by the clueless, aggressive, unhelpful people they hire.

Gotta wonder.

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I’d hazard a guess that most US natives between the ages of 40-80 can still sing the jingle: “Candy-coated popcorn, peanuts and a prize. That’s what you get with Cracker Jack.” It was a big part of our childhoods, back in the days when three TV networks controlled the entire universe of video and national advertisers bought saturation advertising programs that aired the same commercial many times a day. Cracker Jack was immortalized in the song “Take Me Out to the Ballgame” in 1908, started bundling the prize way back in 1912, and began its national TV advertising in 1955.

The Cracker Jack box as it appeared during my 1960s childhood (courtesy of Wikipedia)
The Cracker Jack box as it appeared during my 1960s childhood (courtesy of Wikipedia)

It didn’t matter that the prize was something worth about 2 cents, something not even worthy of being called a tchochke. It was the thrill of the hunt, searching through all that icky sticky stuff to locate the prize—and the thrill of mystery, never knowing what, umm, “treasure” you’d find. Sometimes it would be something really cool, like a spy decoder ring. But like any other grab-bag item, sometimes it was truly worthless. I knew kids who bought CrackerJack just to get that prize.

At that time, the company was owned by Borden, whose Elsie the Cow was another advertising icon of the period. It’s now owned by Pepsico’s Frito-Lay division

Well, here’s some shocking news: Despite its wildly successful run of more than 100 years, the Cracker Jack toy is now an endangered species. As Bob Dylan sang during the Cracker Jack saturation TV period, “The times, they are a changing.” Cracker Jack is replacing the “tchochkette” (if I can coin a word that merges Yiddish and French) with a slip of paper bearing a QR code!

I’m sorry, but that is just not the same. From a branding point of view, I think it’s a huge error. Cracker Jack’s whole brand is built around nostalgia, Americana, baseball, and that unforgettable jingle. Sure, digital natives will redeem their QR codes and not think twice about it. But they won’t know what they’re missing. And those who can’t afford or choose not to use smartphones are left out entirely. Plus, their kids will never hear their parents scream at a bad driver, “Did you get your license in a Cracker Jack box?” A piece of American culture is disappearing.

In Cracker Jack’s earliest days, during a baseball corruption scandal known as the Chicago Black Sox scandal, a fan reportedly went up to the legendary Shoeless Joe Jackson and begged, “Say it ain’t so, Joe!” Maybe now, we need to say, “Get back on the track, Jack!”

 

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I’m speaking at a conference in beautiful Brattleboro, Vermont—but staying in a motel in the ugliest part of town, sandwiched between a McDonald’s and a Wendy’s. Still, when I got back to my room last night, I was low on exercise for the day so I decided to take a walk. Fortunately, the motel is very close to the Seabees Bridge across the Connecticut River, so I decided to walk to New Hampshire, about ten minutes of strolling in each direction.

It was a very good decision. The Seabees Bridge turns out to be a double span: a new, wide bridge carrying cars, and an older one just south of it, narrower, unlit, and blocked off from vehicles. The newer one closely resembles but doesn’t exactly duplicate the original bridge.

The pedestrian bridge has a number of amenities such as benches and picnic tables. And in the dark, both the double span itself and the river and shorelines below were powerfully evocative. I tried to photographic it, but my phone wasn’t up to the task. CAUTION: I found out the hard way that those amenities are hard to see on an unlit bridge at night, just as I stepped back off the bridge onto the Vermont side. OUCH!

It reminded me of other moments finding magic in strange places. In chronological order:

  1. A moment bicycling through the Bronx as a child of maybe 13, where I suddenly experienced a sense of freedom and joy.
  2. Another Bronx childhood moment, exploring an abandoned railroad track in Van Cortland Park and feeling like I was way out of the country in the time of Tom Sawyer.
  3. A Quaker meeting in the parking lot of a nuclear power plant construction site, in 1977 before 1414 of us took over the site in a protest against this horribly unsafe technology, and were arrested—almost 40 years later, still the most powerful spiritual moment in my memory.
  4. Staying at a cheap hotel at Disney World so I could attend a conference at an expensive Disney hotel about a mile away, and feeling the magic of the numerous small natural habitat spots left undeveloped here and there among the acres of manicured and probably pesticided lawns—perhaps especially powerful because of contrast with their sterilized surroundings.
  5. Just last month, another evocative dark bridge over a river—in Beijing, one of the largest cities in the world.

In that Disney trip, I used my powers of observation to notice far more than the habitat. Go back up to #4 and click the link, if you want to see what else I learned, and what business lessons I applied.

If you look at the world with observant eyes, hear with aware ears, touch with sensitized fingers, it’s amazing what you can discover. I remember one more incident that wasn’t magical, but tingled my senses. My wife and I (both writers) were walking through the woods many years ago, discussing ideas. I said that ideas were easy to find, and challenged myself to name (out loud) ten ideas in the next 100 feet of our walk. I stopped around 20. That incident led to a new folder in my crowded file drawer with ideas for books I may write someday: “How to Find Your Next 10,000 Ideas.”

If magic can be found in a parking lot, where else can you find it?

Dar Williams, author of "The Christians and the Pagans"
Dar Williams, author of “The Christians and the Pagans”

I love this line from Dar Williams’ song, “The Christians and the Pagans”: “You find magic in your God but we find magic everywhere.”

 

 

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