Work isn’t supposed to be easy. If it was, it wouldn’t be called “work.” 

My father used to tell me how good it felt to be tired after a day of hard work. And even though I am not laboring manually like he did throughout his life, I wholeheartedly agree. Our muscles and our mind should both be used to their fullest most every day. We also need time to rest, relax and rejuvenate — a renewal of sorts. This is what author Stephen Covey called time to “sharpen the saw.” After a quick sharpening, we should then get back to our chosen work or purpose.

My former boss and business partner, Michael Gartner, has often said that 20% of every job stinks. He says it doesn’t matter what the job is, it won’t be perfect. There will always be lousy work days, probably one out of five every week — and that’s normal. He has also said if more than 20% of a job stinks, it might be time to look for another one. Unfortunately, for employers and employees, we live in a world where some staff members continually seek new jobs with unrealistic expectations that the next job will be the perfect fit. There is no such thing. 

I am fortunate that I have a job I thoroughly enjoy. I look forward to going to work every day. Yes, some days stink, but I relish those challenges, too. From writing to editing to designing to selling to distributing (and more), this job provides plenty of variety. But what can appear to some folks to be the simplest of jobs can also be quite satisfying. Russell Martinson proved it. 

In his “retirement,” Russell worked in our mailroom at a printing plant I managed in Syracuse, Nebraska, a few decades ago. Years prior, he was a WWII veteran, owned and operated a sanitation business for more than 30 years and was a volunteer fireman. But what amazed me the most about him was his respect for work. He was a stern man, but he greeted me every day with, “Good morning, Mr. Goodman.” Keep in mind, I was half his age. Russell organized the mail room floor, moving postal cages and keeping supplies ready for who were processing jobs. He was in his seventies at the time, but you wouldn’t have known it by his work ethic.

Some may have seen Russell’s job as mundane, but he took great pride in every task, and not just at work. We had a company cookout each summer, and Russell would come to the picnic in the July Nebraska heat in a shirt and tie. He was a man of few words, but he would seek me out each time, firmly shake my hand, look me in the eyes, and say, “Thank you for the picnic, and for my job.”

Russell died in 2018 at the age of 93. He, like my father, Michael Gartner and others I admire, knew the definition of work and that it wasn’t supposed to be easy. He also left a wonderful example of respect and loyalty to all who knew him and to those who are reading about him now. 

Have a fantastic Friday, and, as always, thank you for reading.

Shane Goodman
Editor and Publisher
Times Vedette digital editions
shane@dmcityview.com
641-755-2115

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

John Wanamaker is credited with that great quote. The founder of the chain of department stores that eventually became part of Macy’s was considered to be a pioneer in marketing. And he was right. Knowing what advertising is working and what isn’t is a challenge for most every business or organization, even in today’s world of verified audits and analytical reports. 

The real trick with advertising is defining “working,” as it is different for each customer. Some expect a specific number of direct leads. Others want to sell a certain amount of product. And some simply want to “get their name out there.” And, to be fair, selling sneakers is a lot different than selling insurance. One size doesn’t fit all. 

Despite what some in our industry claim, advertising really isn’t that complicated. Determine your goal. Define your message. Deliver it to the appropriate audience. And then, as best as you can, measure the results.

But for the consumer, advertising is about emotions, or how a campaign makes a person feel. Does the ad make you smile? Does it make you hungry? Does it engage you in a positive way? 

Or, on the other hand, does the advertising annoy or even anger you? Make you want to turn the channel? Flip the page? Close the website or social medium? Swear that you will never buy that product or service? 

In my career, I have experienced the value of advertising that is highly sought out, as well as the dangers of advertising that is considered bothersome.

When I worked at The Des Moines Register in the 1990s, the phones would ring off the hooks when the Target insert was left out of the Sunday Register. Readers wanted that advertising and demanded that they receive it. Years later, when I was managing community publications in Boone, we would receive calls throughout the night if a carrier route for the shopper was not delivered. Residents demanded their free shopper with the grocery and classified advertising. Today, readers of our publications tell me they enjoy our advertising as much as our editorial content. I take pride in that as I, too, can become annoyed by various forms of advertising that flood my phone, computer screen and TV. Creating effective advertising is both an art form and a science, and we are fortunate to have talented people to help our customers manage through this.

Can we do better? Absolutely. We have to, or we won’t be here. We have to continually improve our editorial content, our print quality, our distribution methods and our communication with our readers and advertisers. And we have to help our customers determine their goals and identify which half of their advertising is working and which half isn’t. 

Have a terrific Tuesday, and thank you for reading.

Shane Goodman
Editor and Publisher
Times Vedette digital editions
shane@dmcityview.com
641-755-2115

Do you remember pulling up to the gas pump and carefully filling your tank by rounding to the nearest dollar? Some of you may recall the days before auto-shut-offs when you would overfill your tank and have gas spill all over the side of your vehicle and the pavement. And a select few of you may even recollect driving off from the station with the nozzle still in your tank and the hose dragging down the road.

Some of the more age-experienced readers of this column may even reminisce about the days of the full-service gas station when a friendly attendant would not only fill your tank but check your oil and wash your windshield. “Fill ’er up!”

Believe it or not, there was a time when buying gasoline was straightforward. Then along came a gazillion choices. It started in the 1970s with unleaded, and that was simple enough. Now we have a variety of octane choices along with three different ethanol blends. I didn’t know I needed a master’s degree in petroleum engineering to fill my car with gas. 

Unfortunately, choosing your gas is just part of the process. Although I appreciate the whole pay-at-the-pump idea — as it prevents me from indulging in a fountain drink and a candy bar — I cringe at all the information I am often asked to submit at the pump and the seemingly endless questions I have to answer. Debit? Credit? Zip code? Fuel saver card? Car wash? And then, at some stations, I can’t concentrate because of the blaring music and the barrage of ads popping up on the display screen. I just want some gas, for Pete’s sake!

But, alas, I eventually surrender my name, rank and serial number and begin fueling. And as I put the nozzle back in the pump and submit to accepting the entire pay-at-the-pump process, a message comes across the screen that I need to go inside the store to collect my receipt. Ugh. So I do — and I buy a fountain drink and a candy bar. 

Have a fantastic Friday, and, as always, thank you for reading.

Shane Goodman
Editor and Publisher
Times Vedette digital newsletter
shane@dmcityview.com
641-755-2115

“Find a penny, pick it up; all day long you will have good luck.” 

Admit it. You have done this. You have picked up a penny, hoping for good luck. Any why not?  We could all use some of that stuff. But where did this penny phrase come from? 

Some say the origins of the superstition stem from ancient times when metals were believed to offer protection from evil and harmful spirits, according to psychiclibrary.com. When coins began to be used for currency, those who had a lot of them were considered wealthy or “lucky.” Thus, the accumulation of money translated into good fortune.

But does it matter if the penny is found heads up or tails up? According to the same website, if you see a penny on the ground with heads up, you should pick it up to experience good luck. If the penny faces tails up, you could pick it up and turn it over for the next person, but you should not take it with you, as you will be bringing bad luck to yourself.

I was inspired to research this superstition after receiving a note from my friend Pat, who was shopping for groceries recently. When checking out, Pat accidentally dropped a quarter and a penny on the floor. He was able to pick up the quarter but struggled to get a fingernail under the penny to do the same. To prevent holding up the line, Pat gave up on the penny and left it on the floor. 

Meanwhile an employee of the store proceeded to wheel Pat’s groceries out to his car and place them in his trunk. Pat said this seemed to take a bit longer than normal, but he didn’t think much about it. When he reached home and unloaded his groceries, he found a penny in the bottom of one of the bags. Pat was so impressed with this gesture that he drove back to the store to tell the young man thank you and to inform the manager about this deed. The young man said, “I noticed you dropped your penny, sir, and I happened to have an extra one in my pocket.”

It made sense for the store employee to do this, and it made a cent for Pat, too. For the rest of us, it is a reassuring reminder that good people do still exist. This young man’s parents, and his employer, should be proud. 

Have a terrific Tuesday, and, as always, thank you for reading.

Shane Goodman
Editor and Publisher
Times Vedette digital newsletter
shane@dmcityview.com
641-755-2115

As human beings, we tend to gravitate toward others who are similar to us. Similar backgrounds. Similar beliefs. Similar values. It’s natural, and it should not be condemned. Can we learn from others who are not like us? Absolutely, and we should. But that doesn’t mean we should feel guilty — or be judged negatively — for choosing to spend our valuable time with those we have commonalities with.

Some call this elitism, selectionism, or even racism. I call it instinctive. And it has nothing to do with the accent of a person’s voice, the origin of a person’s birth, or the color of a person’s skin. Or at least it shouldn’t. But, if we are being honest, it does have a lot to do with a person’s age, income, education and interests. And, mostly, it has to do with having a common culture. 

I had a business partner for a short time several years ago who was smart, creative and talented. Even though we were both Iowans, we grew up much differently. He had never mowed a lawn before. Or shoveled a sidewalk. Or run a vacuum cleaner. We had vastly different perspectives on managing money and how to operate a business. The bottom line was that I needed the business to turn a profit, and he was looking for a hobby. Needless to say, that relationship didn’t work out. Neither one of us were right or wrong, just different. 

When I meet new people, one of the first things I ask them is what their hometowns are. I can usually find a connection from there. When I lived in Nebraska, that was tougher to do, as I was an “outsider.” I had to find other things to connect with these folks on. Ultimately, I learned that if I wanted to fit in, I had to conform. So I bought my family University of Nebraska shirts, and I started reading up on “Big Red” football so I could join in on the conversations. It worked. And even though I had minimal interest in Husker football, I enjoyed getting to know some wonderful people and learning about their other interests. 

So, what’s the message? Wanting to be around people like you is normal, but reaching out beyond your immediate circle is important, too. It doesn’t always work out as planned, but if you want to truly connect, you sometimes have to do something that rarely feels natural — conform. 

Have a terrific Tuesday, and, as always, thank you for reading.

Shane Goodman
Editor and Publisher
Times Vedette digital newsletter
shane@dmcityview.com
641-755-2115

My friend Tommy and I stole a salt shaker, an ashtray and an “open” sign from an ice cream shop in our hometown when we were kids. We thought it was a funny prank, at least until one of the owners saw us do it and called our parents. What happened next was a serious learning moment for both of us that changed our views on theft of any sort. 

After the you-know-what chewing we received from our parents, we were forced to face the people we stole from and return the items. Mr. and Mrs. Colwell, who owned and managed the ice cream shop, lit into us — and deservingly so. These are the folks who served us ice cream after our Little League games, greeted us with smiles every time they saw us, and allowed us to hang out in their shop. They could have called the police, but they didn’t. That would have been too easy. Instead, they sat us down and explained how hard they worked to have a business, and how every penny mattered. They described how that salt shaker and that ash tray and that open sign may not have seemed like a big deal to us, but why they were to them. And, most importantly, they wanted us to know that stealing, of any kind, was not a habit that a young person should form. They were right on all accounts, and Tommy and I immediately realized this and thanked them. 

When I got home, my father gave me a similar speech, but he also let me know how disappointed he was in me — and in himself. Yes, himself. He told me he clearly did not do a good job in raising me if I felt that stealing was OK. That single comment made this kid realize how my actions have consequences on other people. I am not sure how much Dad thought through what he said, but his comments had more impact on me than any yelling or screaming or grounding ever would have. 

I often wonder how those with a history of crime would have fared if Mr. and Mrs. Colwell or their parents would have had that same conversation with them. I also wonder if I, as a parent, handled matters in the same way with my kids. 

That’s a little something for us all to think about the next time we are wronged by a young person — or any person. Our comments — and how we handle the situations related to them — could halt future wrongdoings and have a long-term positive effect on them.

Have a fantastic Friday, and thank you for reading.

Shane Goodman
Editor and Publisher
Times Vedette digital newsletter
shane@dmcityview.com
641-755-2115