Why, was it only just last night that I made a run for the border?

Fired up the tunes, hit the road and before I knew it, there I was at the drive-up window: A ready, willing and pay-able customer, right where the purveyor of product wanted me.

And so I got the goods and made my escape - and was I hungry! - driving off in eager anticipation of my rich reward of trans fats and sugar and…and…and…

No logoed napkins…

No tasty hot sauce…

No brand-satisfied customer.

All over 2 cents worth of throwaway marketing collateral!

OK, it’s not like I’m a member of congress and I can’t get on an airplane, but still.

Ask Wal-Mart about its reputation crisis. They are keenly aware of the risks involved with skipping steps.

There are day-to-day financials that we all allow for. It’s just the cost of doing business.

In fact, our customers come to depend upon us providing these minor expenses.

And when we don’t, it’s really the worst kind of missed opportunity.

Why? Because it’s the kind of missed opportunity that has already been factored in, both carefully planned and provided for, and only lost due to simple oversight and laziness.

Am I overreacting? That may well be your diagnosis.

But - back up! - because I’m the customer.

And who is it, again, who’s always right?

Don’t spend all your time getting the big picture right only to blow it on the no-brainers.

Or before you know it, you’ll be going the way of newspaper circulation, tiremaker Goodyear and - at least we can say we knew you when - MySpace.

p.s. You didn’t really think I’d leave you without a Halloween small busines angle, did you?

Boo.

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