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Building a “BE NICE” Culture
Hi Everyone,
 A few months ago, a new study revealed that mean people make more money than nice people. It was on the radio, on TV, and even in the Wall Street Journal. Just what we needed—another excuse for people to be mean! I wonder how many people saw that study and now think, “That proves it! If I want to get ahead, I have to be mean!”
Interestingly, the news media got the story a little bit wrong. The study actually said that disagreeable people make the most money. As I wrote in Be Nice (Or Else!), you can disagree and still be nice. You can have an opinion and still be nice. Being nice does not mean being a doormat. Besides that, no matter what the study says, I’m more convinced than ever that people want to do business and work with nice companies and nice people.
When it comes to the workplace, BE NICE should be part of every marketing campaign, boardroom strategy, staff training, and customer promise. It should be part of everything, from a company’s mission statement and vision to the focus of the staff holiday party. A BE NICE culture will increase staff morale and loyalty, improve customer service, and increase profits. BE NICE is not just a platitude; it’s good business. The company that embraces a BE NICE culture has a major competitive edge, because customers will spend a lot of money with a company that’s nice.
This month’s newsletter includes some tips for transforming a not-so-nice culture, and it introduces some wonderful businesses and individuals who embrace the BE NICE culture. I loved their stories and letters, and I think you will, too.
Thanks to all of them—and to you!—for helping me live my fantasy of spreading this BE NICE message and giving nice people a voice.
XOXO, Winn
A BE NICE Story
Do you have a BE NICE story to share? Send it to stories@BeNiceOrElse.com. If it appears in the newsletter, you’ll receive a BE NICE T-shirt and CD!
This month’s letters came from people who work in companies and schools that practice the BE NICE culture. They all sound like great places to work!
 Hi Winn,
Recently, my grandfather passed away. Although he was 80 years old, his death was unexpected. We began planning for the funeral that Monday and were done with the “business” stuff later that afternoon. It’s in my nature to work, no matter what the circumstances, because that’s how I was raised, so I went to work on Tuesday, to keep my mind off of things. As I worked, the students in my school began coming into my office with love letters.
They had each written me beautiful, heartfelt, kind condolences, which they brought to me personally. I cried tears of gratitude, joy, sadness, and grief. But the sadness was diminished by the love I was being shown by my students and coworkers. Their letters encouraged me, thanked me, empathized with me, and most of all, made me realize how much love and support I get from this school and these WONDERFUL and KIND people.
Today, I am still grieving, which I know will take time, but EVERY day, at least one of them asks me how I am doing. It reinforces my belief in the true, deep goodness within each and every one of us. I LOVE the Be Nice (Or Else!) culture!
– Susan Lambert
Sterling Heights, Michigan
Dear Winn,
I want to thank you for reminding me how important activities like the Character Awards are to a team. In a recent staff meeting, we presented our Character Awards to each other. All I can say is Wow! You forget the impact those things have on a staff until you do them again. We had laughs and a whole lot of tears in the room. I have also fallen in love with the Create Magic book all over again, and we are using it to do some really cool things in our organization right now.
– Jeremy Teall
Lexington, Kentucky
Click here to download the Character Awards Guidelines and Create Magic Book.
Hi Winn,
 We met about two years ago when you came to speak at my school. Having you visit and listening to you speak truly touched me in a deep way. During your visit, you used the phrase “Obey your heart” a few times, to convey the message that we all need to love ourselves enough to do what makes us happy, and we need that before we can make other people happy. Your words moved me so much that, after you spoke, I told you I was going to get the phrase  “Obey your heart” tattooed on me. You told me you wanted to see a picture of it, so that’s why I’m writing to you. I got the tattoo on the front of my left shoulder so I can see it and be reminded of it every day and so I can pass the message along to other people. I hope you think it’s as cool as I do!
– Gina Sullivan
Hi Winn,
I have to thank you for all I’ve learned about business from you over the years. For the past 20 years I’ve worked behind the scenes with my dad, a corporate lawyer who has been involved in different business ventures. He’s nearly 70, and because retirement may happen someday, he’s had me more involved in some decision making so I can feel comfortable in moving things forward, if I desire.
For the first time, he recently included me in a meeting with possible business partners. He wanted to make sure I felt comfortable with them. It’s hard for me because I’m more comfortable in the background role. At one point I was put on the spot by being asked how I would like to see this relationship and business moving forward. The first thing that came to my mind was everything I’d heard from you about relationships, beginning with how I didn’t want to work with people I didn’t want to work with. Then I continued to share the amazing philosophies I’ve learned from your book and from working with you and the Paul Mitchell Schools.
Thanks for helping me impress my dad (that’s hard to do!) and for helping me to be confident in expressing how I felt in a situation that normally would be extremely difficult.
– Kerri Wadsworth
Wadsworth Design
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BE NICE News
3,216 Children Start School in Jamaica with Books from the Palmyra Foundation
 Kingston-born Dale Jones and his wife Kimberlyn Jones, owners of Paul Mitchell The School – Nashville, were among the local and international sponsors and volunteers who personally delivered books to 3,216 children throughout Jamaica. The effort was part of the Palmyra Foundation’s annual book distribution to 4- and 5-year-old schoolchildren in that country’s towns, mountains, and rural areas.
Dale and Kimberlyn heard about the organization through its Web site. “After reviewing the video from last year’s book distribution, we were convinced that we needed to do something to help,” Dale said. “It is one thing to send money, but it is another to contribute your time to make a difference in children’s lives. The joy on the faces of the children was priceless to see in person. They were very thankful and overjoyed with our presence at each school.”
 Under the banner “THE FUTURE IS BRIGHT, WHEN YOU CAN READ AND WRITE,” the Palmyra Foundation provided each child with a book bag containing a pack of crayons, a pencil, a colorful 300-page BrainQuest Workbook, and one or two Scholastic reading books, valued at approximately $30 per pack.
 Founded by Robert Trotta, developer of the Palmyra Resort and Spa, the Palmyra Foundation aims to help eradicate illiteracy and promote an outlook of prosperity for Jamaica’s children. Secondary objectives include improving the children’s self-esteem, introducing them to community role models, and ultimately giving hope of success to children growing up under challenging circumstances. By the end of this year’s book distribution, more than 100 international volunteers delivered 79,000 books to 18,000 children in 80 schools across Jamaica’s 14 parishes, at a value of approximately $500,000.
For more information, visit: www.thepalmyra.com/view/en/plmfoundation.aspx
Paul Mitchell Schools’ Fall Events Demonstrate the
BE NICE Culture
September and October are really nice months all around the country—and not because of the weather or the beautiful fall foliage. The Paul Mitchell cosmetology schools and their BE NICE culture help make those months so special.
 SEPTEMBER 11 TRIBUTES
In honor of September 11, staff members and students (they call them “future professionals”) held a variety of events during the first weeks of September. To honor first responders and pay tribute to those who lost their lives on that tragic day ten years ago, many schools hosted special events for firefighters and police, including free haircuts and services. Others raised money for memorials, widows and orphans funds, and other similar causes. Here are just a few examples of the BE NICE culture in action:
- Paul Mitchell The School – North Haven invited local fire and police departments for a breakfast to honor their service. After a presentation by the fire chief, each student phoned someone to say “I love you” — maybe someone they’d rushed by that morning without stopping to say good-bye.
- Pulse Beauty Academy – A Paul Mitchell Partner School in Downingtown, Pennsylvania, raised $2,600 to help build a 9/11 memorial at their new fire department.
- Paul Mitchell The School – St. Louis visited their local fire station, taking cards, banners, Paul Mitchell products, and free haircut gift certificates. The students hoped to make the firefighters’ day, but they said the firefighters created magic for them, inviting them to tour the firehouse, play on the fire engine, and even slide down the fire pole.
- Vanguard College of Cosmetology – A Paul Mitchell Partner School in Baton Rouge, Louisiana, visited local fire, police, and National Guard stations, passing out free haircut flyers and sharing a message of love and gratitude. They also visited the 9/11 monument at a local park.
- Michael’s School of Hair Design and Esthetics — A Paul Mitchell Partner School in Bedford, New Hampshire, raised $400 for the nonprofit New Hampshire Search and Rescue Dogs and $100 for their local animal shelter.
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 FREE HUGS DAY
On September 21, Paul Mitchell Schools opened their doors and took their culture to the streets for their third annual Free Hugs Day. Inspired by the popular YouTube video featuring Juan Mann, the event put smiles on a lot of faces and attracted nationwide media attention. Check out the photo gallery and YouTube videos on the school’s Web site and YouTube channel.
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BREAST CANCER AWARENESS MONTH
During October, Paul Mitchell Schools went Passionately Pink for the Cure, setting a goal to raise $75,000 for the Susan G. Komen Foundation. If the Paul Mitchell Future Professionals have their way, America will be awash with pink highlights and pink hair extensions this fall, with all proceeds going to the Passionately Pink campaign. At the time of this printing, the schools had raised over $$55,225, and they aren’t done yet.
Read more about Paul Mitchell Schools’ Passionately Pink campaign at http://paulmitchell.edu/press-releases/
paul-mitchell-schools-go-passionately-pink
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Monthly Audio Message
 Melissa and John Ryan know what it takes to build a strong culture. As owners of Festoon Salons in Berkeley and San Francisco, California, they do hair, train, coach, and manage both salons.
In its first year of business in San Francisco, Festoon hit $1 million in sales without adding any new staff. It was named one of the 200 fastest growing salons in the United States by Salon Today, a top business publication for the beauty industry.
John and Melissa’s philosophy is simple: They believe that coaching and mentoring their staff members is the lifeline of their business. They also believe that their most important customer is their team, and turnover is a costly endeavor they try to avoid. And they believe in investing in their people, not in marketing. Bottom line: they know that through strong management and systems, they can focus their attention on what they love to do.
LISTEN IN as Winn Claybaugh interviews John and Melissa as they explain their philosophy for building a strong team and culture. “Your most important client is your staff,” they say. No matter what type of business you're in, this extraordinary MASTERS interview will show you how to put your team first by making sure they’re well trained, they feel loved, and their personal goals are supported.
If you enjoyed this month’s audio message, CLICK HERE to join the thousands of subscribers all over the world and receive MASTERS Audio Club, now available in CD and MP3!
People Profile
Mark Colgan, Founder of the Smile Exchange:
Social Media with a Purpose
 Mark Colgan remembers watching the news on TV when he was a little boy and asking his mom, “Why can’t there be a news station just for good stories?” Four decades later, Colgan created his own – albeit digital style.
 Modeled after Twitter, the recently launched Smile Exchange uses a familiar social media platform to inspire people to make the world a better place. This extremely nice Web site streams happy acts of kindness from people all over the world, giving them the opportunity to focus on the positive and share the little things that make their day. Like Twitter, the users (“smile traders”) join the site for free. In 240 characters or less, they can post details of a random act of kindness they’ve seen, heard about, or performed themselves. They can also see what others post, and vote (with “smiles”) for the posts they like best. The smiles are tallied for everyone to see.
You might expect the founder of such a site to be a touchy-feely kind of guy. Surprisingly, Mark was a successful financial planner whose wife of seven years died unexpectedly at age 28, forever changing his wonderful life. Inspired by the challenges he faced as a young widower, Mark wrote a financial guide for surviving spouses and founded a company dedicated to helping people build legacy plans. He is a national speaker and often-cited expert on legacy planning; a contributing author for Morningstar.com; and the author of articles for U.S. News and World Report and other national publications. He has been cited by Fox News, CBS MarketWatch, Oprah and Friends, and other national media. On a personal note, Mark and his current wife, Kathy, have two young children and reside in upstate New York.
So, why did this financial genius start the Smile Exchange? “My site is fueled by passion,” Mark says. “I do not charge nor collect revenues from anyone. No hidden agenda here. Just want to help others help others.”
Mark adds, “The Smile Exchange is about paying it forward. You do something nice or bring attention to someone else’s act of kindness, then inspire fellow smile traders to do the same, and so on. When positive energy is created like this, everybody wins—and the Smile Exchange will carry that momentum worldwide!”
Related Links:
The Smile Exchange:
www.thesmileexchange.com
Mark Colgan Praises Be Nice (Or Else!):
www.advisorsforadvisors.com/technology/web/article/14001-introducing-a-new-exchange-connected-to-social-media
Corporate Corner
Fun! Laughter! Make Your Business a Party!
 In some companies, if laughter rings through the office, what does that imply? People aren’t doing their jobs. Get back to work. No laughing around here! Please don’t think I’m dismissing the principles of professionalism, because whether you realize it or not, I’m proclaiming increased profitability. The intentional use of fun can be a powerful force in team building, improving customer service, improving team attitude and loyalty, and ultimately increasing profitability.
As Matt Weinstein suggests in his book, Managing to Have Fun, if several other businesses in your area offer a wonderful customer experience, your customers have a choice about where to spend their money. Of course they’re going to make a decision with their heads, but they’re also going to spend money with their gut. They’re going to ask themselves, “How do I feel about spending time in your place of business? Do I like you? Do I trust you? Are you nice?”
Businesses whose staff members have fun, like each other, and treat customers as if they’re happy to be there have a competitive advantage. Those businesses leave their clients feeling good about spending money there. As Managing to Have Fun emphasizes, if you want to offer service with a smile, make sure you give the people you work with something to smile about. Studies show that when staff members laugh together, creativity and production go up and absenteeism goes down. A staff that laughs together stays together.
You can create an environment of fun, laughter, and enthusiasm in your business by making fun a daily priority, not an occasional event. Creating an environment of enthusiasm doesn’t mean, “We’ll have fun a week from Sunday at that company picnic we have planned.” Having fun at work is a day-to-day attitude.
Don’t assume that you and your team will occasionally laugh together, and don’t wait for it to happen. All companies must create experiences and events where people can have fun and laugh with each other. Just remember that while you’re trying to create fun at work, you’re also respecting the company’s guidelines and standards. Within that framework, you can find plenty of ways to make sure fun happens, and it happens often.
Do Something
Assess Your NICE Factor
 Some time ago, a good friend of mine who’s also a successful attorney planned a dinner party in her home for a large group of friends and business associates. She ordered engraved invitations, flowers, catering, live music, a car valet, and more. As my friend made arrangements with business after business, she noticed that some of her experiences were pleasurable and some were not. She said that the painstaking process of ordering the invitations — choosing the paper, the font, the color of the ink — was a wonderful and fun experience, whereas the simple, onetime visit to the bakery to order gourmet desserts gave her an awful, “how dare you interrupt my day” type feeling from the bakery employee. With which company do you think my friend will continue doing business?
For this month’s “Do Something” home play assignment, ask yourself this question: Which employee in the story above most resembles you? Are you the nice, helpful, friendly, fun-to-be-around print shop person? Or do you look at everything and everyone as an interruption of your day, like the bakery employee?
Whether you’re the brand-new employee starting your first week of work, or the highest-level boss in the gigantic corner office, the way you treat other people matters. And please know this: even if you’re that brand-new employee and your boss is a real jerk, that doesn’t give you permission to be anything but nice and to do anything less than your absolute best.
Take an honest assessment of where you are. If you discover areas that you can improve, promise yourself that you will improve them, starting right now.
Quotes of the Month
“Our mission statement about treating people with respect and dignity is not just words but a creed we live by every day. You can’t expect your employees to exceed the expectations of your customers if you don’t exceed the employees’ expectations of management.”
— Howard Schultz, Starbucks CEO (Entrepreneur, May 1998)
“When a customer enters my store, forget me. He is king.”
— John Wanamaker, Wannamaker Department Store (one of the first U.S. department stores, eventually bought by Macy’s)
“Treat everyone as if they have a sign around their neck saying, “Help me to feel good about myself.”
— Author Unknown
Winn Claybaugh’s Be Nice (Or Else!) The Newsletter!
Copyright © 2011 by Winn Claybaugh. All rights reserved.
Editor: Gail Fink
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