Finding Light in the Darkness

The following article was written expressly for the May issue of Flame. To read articles written by other Lake Norman Business and Community Leaders visit:  https://bit.ly/2zxxktD

To paraphrase Winston Churchill, “In every individual’s life, comes that special moment when he or she will be called upon to do something great, and what a tragedy it would be, if at that moment, they were unprepared for the task.”

Granddaddy Russell working in his garden.

Growing up as a boy, I would spend weekends with my grandparents.  On a Saturday night after supper, Granddaddy Russell and I would sit on the backdoor steps where he would polish his shoes.  He always wanted to look his best for Church the next morning.

I still recall one evening when he asked, “Billy, have you got those shoes shined up for church tomorrow?”  I recall answering that my shoes were still shined from the week before.

Not one to be deterred, Granddaddy examined my shoes, gave me a stern look, and simply handed me the brush and polish.  Granddaddy would sometimes spit on his shoes as he polished them to bring them to a high luster. And I would spit on my shoes as well, because that’s what granddaddy did.

Afterwards we would retire to the dining room table to do our “lessons.”  That’s what he called reading and studying the bible passages we would review the next day in Sunday School.  I would have much rather watched television, but granddaddy said we had to study for church.  “But why do we have to read all that?” I would ask.  “We’ll be reading it again tomorrow.”  He would point out.  “You need to be prepared.”

As I write this column, we are three weeks into a “Stay at Home” order imposed by Mecklenburg Country and the State as we wrestle with the physical and economic impact of the Coronavirus pandemic. The illness has already claimed thousands of lives here in America and could rage on for weeks to come.

I am not sure anyone in the world foresaw the severity of this outbreak and there is no question our federal and state agencies were unprepared. As grave as this issue may be, I do believe we can emerge from it a much better community and nation.

Few of us will ever face a crisis as dire as this event unfolding before us. While the community, country and world are filled with anxiety and fear, there are many who are emerging as leaders. Not just the healthcare workers and first responders on the front lines, but everyday Americans looking to lend a helping hand. Whether it’s as simple as donating to a cause or delivering food and other essentials to those in need, our community is pulling together!

This temporary pause also gives each of us time to reflect on what is important not only in our business but in our personal lives. Each of us can use this time to reprioritize goals and set new objectives.  A great many of us have discovered new technologies to communicate with clients and friends which we not have previously utilized.

But the biggest opportunity may be the opportunity to be the person you can be after the pandemic and not the person you were going to be.

As a little boy, I could not have imagined that a virus could single handedly stop the American economy and hold our nation hostage. But perhaps this is the moment in time Sir Winston Churchill spoke about. An opportunity when we are called upon to be our absolute best – and a time when we dare not fail in that task.

W.E. “Bill” Russell, CCE, IOM
President & CEO
Lake Norman Chamber of Commerce

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Lessons from a lemonade stand

Perhaps my favorite summer activity is gardening. I really enjoy going down to our farm in Rock Hill and working the ground that my dad, grandfather, and great-grandfathers toiled.  Perhaps the best thing about the garden is that the investment in labor always yields a bountiful harvest of fresh vegetables that keep my family and friends very happy.

A few summers ago, I drove through the back roads to the farm and passed by a little lemonade stand by the side of the road.  A little girl sat at a folding table and chair with a handwritten sign that said, “Fresh Lemonade.”  There was also what appeared to be a glass pitcher and a few Dixie cups stacked as she waited patiently for a thirsty customer who would certainly come along.

I did not have time to stop then, but made a mental note to drop by for a cool drink after working in the garden in the hot afternoon sun.  After spending a few hours tilling the soil and tying up the tomatoes, I packed up and headed home.  The little girl was still in her chair, head resting on her left hand, as she slumped down on the table.

I pulled my car over and walked over to her stand.  She jumped up and beamed a big smile as I asked her for a cup of her cold lemonade.  To be truthful, the lemonade was a little warm as the afternoon sun had taken a toll on the ice.  However, after a long day in the garden, the beverage was tasty and really hit the spot.  She charged me a whopping 25 cents.

After downing the delectable treat, I asked if I could have a refill.  She indicated that would require another quarter.  She carefully poured a second beverage, handed me my drink, and held out her hand for payment.  I pulled out a $5 bill and her eyes widened and mouth dropped in awe. The little girl timidly said, “Sir, I do not have enough change.”  I told her that was okay, she could keep the change as a tip.  As I drove away, I watched in the rear view mirror as she dashed back to her house waving the money.  Based on her excitement, I am guessing that she made more in one visit with me than she did all day.

The little girl’s location was not ideal – located on a lonely country back road where you’re more likely to see a stray dog wander by before the occasional car.  She clearly wasn’t prepared for any large transactions but I really admired the fact she stuck it out through the hot summer heat.

That lemonade stand was similar to many businesses that are located in low traffic areas or operate without a solid business or marketing plan. The Lake Norman Chamber helps in those situations. We provide businesses with numerous opportunities to build new relationships through our many networking opportunities. Our chamber also gives business owners and managers’ new tools and knowledge needed for success, including presentations in financial planning, sales training, marketing, risk management, HR issues and other personal and business topics.

Unlike a lemonade stand, our lake businesses cannot afford to make critical errors in planning, financing, and marketing their business.  Our businesses are like a garden which requires constant attention. You do not just plant a seed – you have to constantly provide care.  Tilling, hoeing out the rows, fertilizing the ground, and supplying it with plenty of water.  However, if you put in the effort and investment in the business, the time spent building new relationships and cultivating existing ones, will yield a bountiful harvest and a successful business.

I’m not sure how much lemonade that little girl sold that afternoon but just thinking about her brings a big smile to my face. I hope she’s back there again this summer. A fresh pitcher of cool lemonade and perhaps this time a cookie or two.

Bill Russell