TIP

15Actions Build the Brand

Over the next two weeks, Brian would meet many different people from all walks of life. Crossroads was where they came “to get happier” and share their own stories. He was learning more about human behavior and communication than he ever had in school or in his previous job.

Five weeks on the job at Crossroads, and finally his technical skills were acceptable. He might never be as fast as Jack or Kelly, but he felt good being able to take care of the middle of the bar. However, all the technical skills to date couldn’t prepare him for the marathon.

Crossroads sits right at the 19-mile mark of the annual city marathon. They close off the street for the runners, but the businesses remain open. Crossroads, he found out, was where many spectators came to watch their friends run by, and then go into the bar and celebrate the fact that they, personally, were not running the marathon. 26.2 miles. Who the heck would want to do that?

Jack had asked Brian to do a double shift, so he worked Friday night, went home, slept for 4 hours, took a shower, and then returned to the bar for his own marathon: 14 straight hours of bartending. He was promised more money than he would make in two weeks of normal shifts, so how could he say no? Besides, the headhunters and job sites were slow getting him the kinds of interviews he was hoping for.

It had been two months since he was fired and he was starting to get antsy. The severance package was still covering the expenses, ...