62 SubJournal Vol. 6, No. 1
life. Although these are
examples from a business
application, many of the
vignettes can be applied to
working with employees and
students in education.
Mr. Farrell relates the story
of a customer who had
frequented his restaurant for
over three years, always
ordering the #2 hamburger, a
chocolate shake, and an extra
pickle on the side. One day he
placed his usual order and
received no pickle on the side.
When the customer inquired as
to why NO PICKLE, he was
told he could have one for
$1.25. But he had always
received the extra pickle. The
waitress consulted the manager
and informed the customer that
she would sell him a pickle for
a nickel. The customer told the
waitress what to do with the
order and informed Mr. Farrell
by letter that he would not be
returning to the restaurant if
that’s the way he was going to
run it.
Fortunately for Mr. Farrell,
the disgruntled customer signed
his name and included his
address on the letter. Mr.
Farrell wrote back and enclosed
a card for a free hot fudge
sundae and assured him he
didn’t run his business that way,
apologized, and asked him to
please come back.
Ayear later Mr. Farrell was
checking in his baggage for
travel at the airport and was
asked by a young man if he
worked for Farrell’s. He
indicated he did and was told
by the young man that he used
to go to the restaurant and
wrote a letter to Mr. Farrell
complaining about no pickle.
Mr. Farrell thanked him for
writing the letter and assured
the young man that his letter
had a far bigger impact than he
ever imagined.
In education the pickle could
be staff development
opportunities for teachers.
Don’t give and then take back!
If there is a message here, it’s
the importance of giving away
pickles. The secret of running a
good business is the willingness
to “Give ‘em the pickle.” Of
course, that means you have to
know what the pickle is in your
business. In education, what
are pickles? What attracts and
keeps customers satisfied?
Additional principles to be
mastered are the value of the
customer, care for your
employees, hire the best
managers in the business, do
the little things that make an
impression, and win their
loyalty with your service.
Mr. Farrell asks us to think
about this. Atypical business
hears from only four percent of