Somewhere in all his writings Seth Godin asserted that businesses–and I assume he meant local, bespoke, non-corporate ones–have only two pathways to success:
(1) Delight people, and
(2) Solve their problems. The more interesting the problem, the better.
In our novel, Swirled All the Way to the Shrub, The Shrub is “a splintered bar in Boston,” and McNeal is its bartender.
In subtle ways, McNeal solves problems for his customers. Everyone who has been a bartender will understand. His main path forward though is in delighting his customers. Here’s a bit of banter between McNeal and our hero Pinky. The setup is that Pinky has been drinking too much, even in the mornings. Even at breakfast in The Shrub. On this day, he realizes that he needs focus, and to be energized, not dulled.
(At this early stage of their relationship, Pinky often absent-mindedly mispronounces McNeal’s name.)
Here’s the bit:
***
Pinky loped into The Shrub at the astonishing hour of eight o’clock in the morning, took up his favorite stool at the bar and waved to McNeal. “Coffee, McArdle. And two eggs over easy. And bacon. There must be bacon.”
McNeal’s brain had stopped at the first word. “Coffee, Mr. DeVroom?”
“Yes. You heard right. Coffee. Fresh. Hot. Black.”
McNeal couldn’t come to grips with it. “But … it’s morning, sir.”
Pinky had to laugh. “Alright, alright. I suppose I owe you an explanation. After all, my usual is brandy and rye. Toast, that is. Today, McSweeney, I need to be in fine fettle. I often do, when it comes right down to it. And I’ve decided that when fettling is called for, so is caffeine. Not alcohol. So coffee and eggs and bacon it is today. Do not fear, though—I’ll have my brandy before five.”
McNeal poured the coffee first, then went off to the kitchen to prepare the food. He came back to find Pinky smelling the remnants of his coffee, a twitching smile on his face. Pinky drained his cup with a final gulp and rattled it on the bar, signifying more.
“You must really like coffee, sir.”
“I do. That’s why I’m willing to drink so much of your water just to get a little of it.”
McNeal swatted the bar with his towel and laughed in turn. But when he went off to make a fresh pot, he added half again as much ground coffee to the urn.