Greet Every Living Thing with a Smile

advice for all of us


The top grossing Dutch Bros. in America is 3 miles from my house. At any given time each of the two lines leading into the small coffee shop will be ten cars deep. On the weekend, there can be as many as 15-20 cars in each line. I've waited in upwards of 45 minutes in line - not something I'm proud of but, it is what it is.

I had an opportunity to talk with a Dutch Bros. employee and pick his brain about the company. Successful businesses fascinate me, especially those that can dominate in a hyper-competitive and oversaturated market like the consumer coffee market. He was one of over ~350 applicants that applied for a total of seven job openings. Apparently, this is common. He went through the interview process ultimately garnering one of the coveted seven positions.

I asked what ultimately got him the job. He said he asked his hiring manager the same thing and this is what he was told. "We look for a genuine love of humanity in every person we hire. A natural response to greeting every living thing with a smile."

No matter your profession, your market, your industry, or your rank; take a page from Dutch Bros.' playbook. Your demeanor, both personally and professionally, is the brand, and ultimately,  it's the customer experience. 

Here's the "guiding creed," straight from the Dutch Bros. website:

  • To be so strong that nothing can disturb your peace of mind.
  • To talk health, happiness, and prosperity to every person you meet.
  • To make all your friends feel there is something in them.
  • To look at the sunny side of everything and make your optimism come true.
  • To think only the best, to work only for the best and expect only the best.
  • To be just as enthusiastic about the success of others as you are about your own.
  • To forget the mistakes of the past and press on to the greater achievements of the future.
  • To wear a cheerful countenance at all times and give every living creature you meet a smile.
  • To give so much time to the improvement of yourself that you have no time to criticize others.
  • To be too large for worry, too noble for anger, too strong for fear, and too happy to permit the presence of trouble.