As we approach the New Year, we venture forward with a new bounce in our step, knowing that God has shaped us up for the coming year. For 2011, pick one objective to drive your company, stay focused on it, measure the results and build upon that success.

Consider holding quarterly “Creative Revolution” meetings, inviting the most opinionated, off-the-grid people you know. Do they need to be in the industry? Probably not. If they haven’t stepped into your store in the last year—or ever—they may be your best candidates. If they haven’t picked up a Bible or sent a greeting card in the last year or two, they may qualify. If they have school-age children, go to church but never attend Vacation Bible School, perhaps you need to listen to them.

At Artbeat of America, our parent company, we are inviting John T. Kunz, founder of Waterloo Records. Not only is he my wife Carla Tocquigny’s cousin, but he is way off the grid when it comes to retailing. Why ask John T.? He is a creative retailer who is all about experiential shopping. We expect to learn from him because he knows Americans are easily bored and are too busy to shop, so they must be motivated.

John T. has been one of the organizers behind Austin City Limits and South by Southwest (SXSW), one of the largest music gatherings in the world. He has a penchant for discovering new artists, getting them promoted and especially highlighting them if they are from Texas.

For example, when Norah Jones was releasing her first album, John T. recognized that it would climb to the top of the charts. As a retailer, he made this public recognition, persuaded the concert planners to give Jones a “prime time” spot at SXSW, and lo and behold, her career was launched, her album hit No. 1 and GRAMMYs were awarded. Along the way, John T. had Jones in his stores signing albums, promoting her music, driving store traffic and benefiting from “owning the ears of the town.”

Singer, songwriter and guitarist Tom Waits once described people like John T. who run record stores. I think it applies to passionate colleagues in our industry as well:

“Folks who work here are professors.

  Don’t replace all the knowers with the guessers,

  Keep ’em open—they’re the ears of the town.”

Isn’t that what you want to achieve? You are the knowers of the industry and the ears of your town.

Visit Waterloo Records today and it’s downright cool. It started as a boutique, with John T. organizing his store in 1982 based on the best experiences he had had as a guest in other retail establishments. With a desire to be distinctive, he focused on listening booths, inviting his store guests to listen to a stack of records in a sound booth.

He also instituted an easy return policy that gave his customers permission to trust Waterloo. And he built his store around the positive experience of getting to meet musicians through album signings, mini street concerts and seminars. It’s a great business model and is timelessly distinctive.

Start your new year with a fresh perspective. Add voices of experience to your team, grow your business distinctively and watch how your value expands beyond being just a product supplier or retailer.

Rick Tocquigny

CEO

Artbeat of America/Gracefully Yours greeting cards

Host of the national radio show "Life Lessons"

www.blogtalkradio.com/search/rick-tocquigny-life-lessons/