Amazon’s free shipping club on two day orders brought Gary Vaynerchuk’s latest masterpiece to my door at lightning speed. While his first work, Crush It, was excellent, The Thank You Economy, is way ahead of its time, and right on time, for the precocious teenage internet and its exponential growth spurts.
This book explores how the social media ecosystem, including Twitter and Facebook, has rebirthed the personalization of business transactions to provide the warm fuzzy feeling customers of yesteryear experienced in small town America at their local markets, neighborhood five and dimes, and hometown department stores.
Mr.Vaynerchuk provides example after example of the importance of caring about employees and customers through both traditional face-to-face and social media interaction. His own business practices prove that caring about employees makes employees who care about the business, and who are crazy in love with their customers. He cites businesses that don’t use social media,and those that use social media and could have done it better. He also describes businesses that use social media to care about their customers, do it right,and enlarge their customer base as a result. His message: Be real. If you make a mistake, admit it, sincerely apologize, put it out there, and try to make it better. And nobody is more real than Gary Vaynerchuk. He relates his own experience in receiving negative reviews regarding his previous work, Crush It, and how he took them into consideration in order to make his new book better. This alone makes me want to meet him and shake his hand, and if he would hire me, I’d love to work for him.
Among Mr. Vaynerchuk’s examples of companies who are doing it right are Best Buy, Reebok, Amazon and a burrito company that is big on the East Coast but has not yet impacted the south, including Texas, Boloco. This author is a long time Reebok and Best Buy advocate, even before social media days. From the minute we walked into their stores, the caring was there, and it got even better with the advent of the websites. Amazon has also been there for me since its seminal foray on the internet. (It was my goal at one time to have Reeboks in every color of the rainbow, and I did until a string of neighborhood burglaries early on in our marriage reduced me to one beautiful black pair, which I wore until they came apart. Unfortunately, all my Best Buy techno gadgets were also taken, but the thieves left behind the huge pile of books ordered from Amazon!) Mr.Vaynerchuk spoke so highly of Boloco that I checked out the website. It is a total sensory experience. There are links to several social media sites. Boloco burritos can even be ordered online, with or without meat, and picked up at one of the store locations. The mere creative description of the types and kinds of burritos with all the sauces and trimmings makes even this ethnic Latina Jew salivate. And the stuff! Oh, the stuff. Glasses, mugs, T-shirts, clothing, art to die for. From the first click of the mouse, you can feel the love. Oh, Boloco, when are you coming to Houston? Or, how fast can I hop a plane to Boston? I’d love to meet your founding father, too.
Gary Vaynerchuk gives cutting edge advice regarding how to get the dna of love and caring into a company’s staff, marketing campaign, and customer base, whether the company is small or large. He will own the New York Jets someday, and I’m sure he’ll put in a Boloco store, as well as a Wine Library stand offering his superb choices of wine by the glass, at the stadium. He has written the best book this author has read since his initial thriller, Crush It, or since Dick and Jane and Spot, who, by the way, is proactive just like Gary, i.e., “See Spot run!” See Gary run! Like Spot, Gary operates his life and his businesses in the present active participle. He is in the moment, caring and loving on his employees and his customers. He is also a visionary of the future, who should be applauded, followed, and emulated by everyone. Somebody twitter this!