An Accidental Insult
I recently ran into an acquaintance at a local bookstore near my house. To be more specific, I ran into this acquaintance at the local bookstore twice within a month. During our second encounter, this person said to me, "Thanks for supporting this small business." Ugh!
I couldn't hate that phrase any more. "Support." The mere idea that I "support" that bookstore would be an insult to the shop's owner. I don't go to that bookstore to "support" them. I go there because they are excellent at what they do. The shop has a great vibe, the selection is always vast and ever-changing, the owner treats me like family, and the prices are too appealing to pass up. I've purchased hundreds of books from them, and God willing, I'll purchase several hundred more.
The mere idea that I "support" them is an insult, an accidental insult. They don't get my business out of pity, guilt, or some sense that if I don't go there, they won't make it. Instead, they served me extraordinarily well and earned the right for me to come back. Each time I visit, they re-earn the right again. That's how excellence works. They don't lather the pity, guilt, or emotional heartstrings on social media to get people in the door. They just pursue excellence in what they do and let the experiences speak for themselves.
Please remember this when you consider telling someone to "support" a small business. In that message is the presumption that their business isn't good enough without you or other people going there out of pity or guilt. Here's an alternative. If you know a small business that practices excellence, tell that to people. Shout from the rooftops how amazing a business is and how their lives will be better if they engage with said businesses. That's beautiful. It's pure, honest, and deserving. Always point back toward excellence, then let those businesses earn the right for your friends and family to go back again.
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