The Right Man - The Surprise Presidency of George W. Bush

#131 The Case of the Two-Cent Candy

Years ago, I wrote about a retail store in the Palo Alto environs—a good one, which had a box of two-cent candies at the checkout. I subsequently remember that "little" parting gesture of the two-cent candy as a symbol of all that is Excellent at that store. Dozens of people who have attended seminars of mine—from retailers to bankers to plumbing-supply-house owners—have come up to remind me, sometimes 15 or 20 years later, of "the two-cent candy story," and to tell me how it had a sizable impact on how they did business, metaphorically and in fact.

Well, the Two-Cent Candy Phenomenon has struck again—with oomph and in the most unlikely of places.

For years Singapore's "brand" has more or less been Southeast Asia's "place that works." Its legendary operational efficiency in all it does has attracted businesses of all sorts to set up shop there. But as "the rest" in the geographic neighborhood closed the efficiency gap, and China continued to rise-race-soar, Singapore decided a couple of years ago to "rebrand" itself as not only a place that works but also as an exciting, "with it" city. (I was a participant in an early rebranding conference that also featured the likes of the late Anita Roddick, Deepak Chopra, and Infosys founder and superman N. R. Narayana Murthy.)

Singapore's fabled operating efficiency starts, as indeed it should, at ports of entry—the airport being a prime example. From immigration to baggage claim to transportation downtown, the services are unmatched anywhere in the world for speed and efficiency.

Saga . . .

Immigration services in Thailand, three days before a trip to Singapore, were a pain. ("Memorable.") And entering Russia some months ago was hardly a walk in the park, either. To be sure, and especially after 9/11, entry to the United States has not been a process you'd mistake for arriving at Disneyland, nor marked by an attitude that shouted "Welcome, honored guest."

Singapore immigration services, on the other hand:

The entry form was a marvel of simplicity.

The lines were short, very short, with more than adequate staffing.

The process was simple and unobtrusive.

And:

The immigration officer could have easily gotten work at Starbucks; she was all smiles and courtesy.

And:

Yes!

Yes!

And . . . yes!

There was a little candy jar at each Immigration portal!

The "candy jar message" in a dozen ways:

"Welcome to Singapore, Tom!! We are absolutely beside ourselves with delight that you have decided to come here!"

Wow!

Wow!

Wow!

Ask yourself . . . now:

What is my (personal, department, project, restaurant, law firm) "Two-Cent Candy"?

Does every part of the process of working with us/me include two-cent candies?

Do we, as a group, "think two-cent candies"?

Operationalizing: Make "two-centing it" part and parcel of "the way we do business around here." Don't go light on the so-called substance—but do remember that . . . perception is reality . . . and perception is shaped by two-cent candies as much as by that so-called hard substance.

Start: Have your staff collect "two-cent candy stories" for the next two weeks in their routine "life" transactions. Share those stories. Translate into "our world." And implement.

Repeat regularly.

Forever.

(Recession or no recession—you can afford two cents.)

(In fact, it is a particularly Brilliant Idea for a recession—you doubtless don't maximize Two-Cent Opportunities. And what opportunities they are.)

No one has more authority to make that claim than Richard Clarke, the former counterterrorism czar for both Bill Clinton and George W. Bush. The one person who knows more about Usama bin Laden and al Qaeda than anyone else in this country, he has devoted two decades of his professional life to combating terrorism. Richard Clarke served seven presidents and worked inside the White House for George H.W. Bush, Bill Clinton, and George W. Bush until he resigned in March 2003. He knows, better than anyone, the hidden successes and failures of the Clinton years. He knows, better than anyone, why we failed to prevent 9/11. He knows, better than anyone, how President Bush reacted to the attack and what happened behind the scenes in the days that followed. He knows whether or not Iraq presented a terrorist threat to the United States and whether there were hidden costs to the invasion of that country.

Most disturbing of all are Clarke's revelations about the Bush administration's lack of interest in al Qaeda prior to September 11. From the moment the Bush team took office and decided to retain Clarke in his post as the counterterrorism czar, Clarke tried to persuade them to take al Qaeda as seriously as had Bill Clinton. For months, he was denied the opportunity even to make his case to Bush. He encountered key officials who gave the impression that they had never heard of al Qaeda; who focused incessantly on Iraq; who even advocated long-discredited conspiracy theories about Saddam's involvement in previous attacks on the United States.

Historical fiction about great Christian heroes.

Introducing Governor William Bradford.

Thirteen-year-old Elizabeth Tilley and her family have been waiting for this day for months—the day the Mayflower sets sail from England. The late start means uncertain weather and a long, hard journey for everyone. But the trip seems especially rough for Dorothy Bradford, the frail young wife of William Bradford. One night, Elizabeth discovers Dorothy alone on deck. Thinking the woman wants to be alone, Elizabeth returns to bed. But the next morning, she awakes to the news that Dorothy has disappeared! Afraid that William Brafford will blame her for his wife’s death, Elizabeth tells no one what she saw that night.

When they finally arrive in the New World, many passengers become very ill. Several of them die before the new colony is established, including Elizabeth’s parents. Left an orphan, Elizabeth must deal with her terrible secret alone. How can she ever face Governor Brafford again? If she dares to tell the truth, will it ruin her chance for happiness in the new colony?

Alone in the New World, Elizabeth guards a shocking secret. . . .

An adventure story, ideal for readers 8-12 years of age.