Pretty cool picture of Steve Jobs and Howard Schultz.

Hard to imagine that Apple and Starbucks were once small businesses.

Even harder to imagine two guys more passionate and caring about what they produce.

I was in Santa Monica, a few years ago, visiting my buddy Ross Furukawa, who owns and publishes the Santa Monica Daily Press.

Afterward, I wandered into a Starbucks on Third Street Promenade to grab some fuel for the drive back to Orange County.

There were a few customers sitting around on laptops and one guy meticulously rearranging a display rack.

Howard Schultz.

He never looked up.  He never said anything.  No one said anything to him.  All I know is that for the three minutes I was there and saw him, it was as if his whole life was wrapped up in this one display rack.

Steve Jobs is legendary for his unrelenting quality demands and off-the-chart expectation levels when it comes to creating “insanely great products”.

Unlike them, I am human.

And, most likely, you are too.

If we could just take 5% of that passion, drive and commitment, it would result in 500% improvement.

Because the truth is no one cares about you or your small business.

They don’t have time.

They have way too much information overloading them and interrupting them everywhere they go.  They have doctor’s appointments and kids and an hour to get to the gym and friends to meet and plans to make.

If you can solve their problem that exists within that  world, you have a chance.

And if they hear about you from a friend and wander into your store, you have a chance.

But if they walk in and take one look at your display rack and it’s a mess, you got no chance.

No one cares.

Like you.