Dear Reader,

What you celebrate is what you replicate.

I believe that. I've believed it long enough that I say it out loud to people, and I say it mostly to operators like me — one store, one town, no plan to become a chain. We could chase that. We've decided not to. What we're actually trying to do is serve one community with the best of what we've got.

And if that's the plan, then the standard is the only thing that has to scale, because nothing else is going to.

So this week I went looking for the evidence in my own building. One thing I celebrated that somebody else then picked up and did on their own.

I couldn't name one.

Not a single clean example. And I don't think that's because it never happened. I think it's because of how I celebrate.

I say it out loud, in the moment, standing right there. And sometimes I send a text.

Both of those are real. Both of them are gone by the end of the shift. The person standing there heard it. The person who works Thursdays didn't. Nothing accumulated, so nothing got copied — because there was nothing left to copy.

I have seen this exact failure before, from the other direction, and it cost me more.

A few weeks ago a tag went on the wrong bag at my counter. We caught it before it washed. When I went looking for the cause I went looking for my own written tagging procedure first, and there wasn't one. Years of doing it, taught hand to hand, never once put on paper.

You cannot hold somebody to a procedure that doesn't exist.

Here's the same sentence pointed the other way, and it's the thing I actually want you to take from this:

You cannot replicate a thing you never named.

Praise that lives in the air is the same as a standard that lives in your head. It works on the person in front of you, once, and then it's weather. It doesn't train anybody. It doesn't survive a shift change. And it can't be celebrated a second time, because nobody can point at it.

Now — this is still that kind of newsletter, so let me put prices on it. Every number below is off my own floor, at my loaded wage of $17.84.

One minute of noticing. A minute per person, per shift, across the whole staff, for a month: about $18. Call it $214 a year to make a point of something every single shift anybody works. That is the cheapest line item in this entire business and I have never once budgeted for it.

A handwritten note in the bag. My wife started this one. Thirty seconds and a pen — fifteen cents of labor. A drop-off household is worth about $999 a year here, so that note has to work once in 6,720 times to pay for itself.

For comparison: returning a missed phone call costs me $1.04 and has to work once in 961. I've called that the cheapest customer acquisition I own. The handwritten note is seven times cheaper than that.

Checking ten tagged orders a month. Two minutes each is $71 a year. One mis-tag that actually reaches customers costs about $1,998. So that check pays for itself if it prevents one incident every twenty-eight years.

And note what that check actually is. It is not surveillance. Done right it is the only structured chance anybody on my floor ever gets to be caught doing it correctly.

The mop bucket. When I swap mop heads at a commercial stop I sometimes scrub out their bucket. Nobody asks me to. It gets noticed every single time. Across six stops that's about $924 a year in labor — and it buys roughly four hours a month of standing inside a customer's building, talking to their staff and their manager. At my conversion rate one extra account a year pays for it six times over.

It is not a favour. It's a purchase, and it's the best-returning thing I do.

Add those three real ones up: $1,209 a year.

My entire marketing budget is $1,200.

That's a coincidence and I'm not going to pretend it's a finding. But it's a useful coincidence, because unlike the marketing budget, every one of those three has a countable return, and I can tell you what each one is.

Here's the part aimed squarely at those of us who've decided to stay one good store.

A second location forces you to write things down. You physically cannot be in both buildings, so the standard has to leave your head or it doesn't arrive. Staying one store lets you never write anything down — and it feels like depth right up until you go looking for the evidence and can't find any.

That's the real cost of choosing to stay small, and nobody names it. Not the revenue you didn't chase. The fact that everything good you do lives in exactly one head, gets taught hand to hand, and dies quietly the week you're out with the flu.

So here's what I'd like you to do, and it's the same instruction I gave myself.

Write down the thing you're proud of, not just the thing that went wrong.

I wrote my tagging standard the week after a mistake. Then I did something better — I asked somebody on my team to write their own intake process instead of handing them mine. I wanted to see what happens to a standard when the person who follows it is also the person who wrote it. Rebecca and I will be celebrating that one with them.

I have still never written down the mop bucket, and the mop bucket is the better move. One page. It doesn't need to be good, it needs to exist, and it needs a name somebody else can say out loud.

Then say the name when you see it. That's the whole system.

And the honest part, because I'd rather tell you than have you find it: I can't prove any of this in my own store yet. I believe celebration replicates. I have no example I can point to, which after this year I've learned to treat as a red flag rather than a rounding error.

So I'm going to write down the three things I'm proudest of here, name them, and count for ninety days whether anybody picks one up without being asked. That count is the follow-up, and I'll send it either way.

Hit reply and tell me one thing you do in your shop that you have never written down. I'd bet it's the best thing you do.

— Rebecca & Nicholas
Super Kleen Laundry, Lake City, MI