On the people right in front of you

Posted on March 5th, 2010 by Eric Dodds and currently 8 commenting.

Don't miss the most important thing.

I’ve been been on the road with a band the past week-and-a-half. And that means lots of coffee. And lots of coffee means lots of local coffee shops.

We stopped at a really neat shop in Ypsilanti, Michigan called the “Ugly Mug.” Yes, they serve cups of coffee in an assortment of hideous, garage-sale style mugs. When I went up to the counter to get my fix, I noticed something that caught my attention and made me smile.

They had this little sign on the register that said: “Get off your phone! Thank you!”

On first glance it seemed like all of the other notes taped on registers by employees that are annoyed with phone-distracted customers not ordering and slowing traffic down in the morning caffeine rush.

Or maybe it was getting at something deeper. Either way, it made me think.

You see, the Ugly Mug takes a lot of pride in their coffee, but they take even more pride in their baristas. I had a chance to meet one of them – he knew incredible amounts about coffee, matching tastes, roasting, tasting, testing and crafting incredible beverages. They don’t just pour coffee and make lattes – they’re experts. And they want to do everything they can to match a drink to your palette that will blow you away.

I think sometimes we get so busy staying connected to other people we know through the electronic devices that have become necessary in our lives that oftentimes we miss the people right in front of us. In fact, we don’t only miss them – we miss out on them. Bad customer service aside, face-to-face interactions are one of the most powerful things we can experience – personally or when we’re interacting with a brand. If I had been calling, texting, emailing, tweeting, etc. while I was ordering coffee, I might have missed out on one of the coolest baristas I’ve met – and consequently his guidance to one of the best espressos that I’ve ever had.

I think my goal this week will be to keep my phone in my pocket whenever I’m about to interact with someone face-to-face. There are lots of things worth missing out on, people aren’t one of them.