Stanley's Lemonade Stand

The hyacinths are just popping up, and the crocuses are still blowing in the wind, but some marketers are thinking ahead to the long, hot summer.

Six year old Stanley and his Mom were walking their dog past our home last week. Stanley saw me pulling weeds, and came over to shake hands and introduce himself.
"Hello, my name is Stanley. We just moved into the house on the corner. I am going to open my first lemonade stand as soon as school is out. I hope you will be my customer."

The next day, I received a post card from him, reminding me that Stanley's Lemonade Stand would open in exactly three months. He had drawn a map to his home, and a coupon for a free cookie after I bought three lemonades.

Last night, I answered the door. Stanley and his Dad were there with an invitation to a tasting party on Wednesday, at 5:05 P.M. (the official start of Spring!) Stanley explained that there were so many brands of lemonade, and so many recipes for homemade, that he wanted to know what his customers liked best.

No, Stanley's parents aren't marketing geniuses. Stanley decided himself that he wanted a lemonade stand after visiting one at a Farmers Market last summer. He has come up with most of the ideas, and does most of the work himself. His parents see their role as protectors of his safety, and supporters of his dream.

This kid is either going to be a millionaire by the time he's fifteen, or a politician.What makes Stanley special is that he isn't a hustler, just really really excited about what he wants to do. His excitement is so genuine that I want to see him succeed.

He isn't put off by the work involved, having that Lemonade Stand is his reward, and he is willing to do what's necessary to get there.

He has already learned the most important rules of marketing. Enjoy what you do, build up a client base, keep in touch with them, AND give them a reason to come back - the four 'A's of marketing.

Since meeting Stanley and his family, I have been reflecting on my own work. When was the last time a cold call was fun? When was the last time I introduced myself to a stranger and encouraged them to visit my business? When was the last time we had a brainstorming session?

So, let's lift our glasses to the Stanley's of the world, and to their supporters, who remind us that life is short, but there really is no reason that it can't be sweet.