t was December 1931. Ted and Dorothy had just bought the only drugstore in a small town on the edge of the South Dakota Badlands, a town of 326 poor farmers wiped out by either the Great Depression or the drought Ted and Dorothy gave themselves 5 years to make the business grow, after that they would leave. By the time the summer of 1936 came around, business hadn't grown much at all. Their five-year trial would be up in December. What would they do then? Along with nine-year-old Billy, Dorothy and Ted now had a one-month-old daughter, Mary Elizabeth. One hot Sunday in July, though, a great change swept us up. It started quietly, in the deadening heat of an early afternoon, when Dorothy said to Ted, "You don't need me here, Ted. I'm going to put Billy and the baby down for a nap and maybe take one myself." Ted minded the empty store swatting flies with a rolled-up newspaper. An hour later Dorothy came back. "Too hot to sleep?" Ted asked. "No, it wasn't the heat that kept me awake," Dorothy said. "It was all the cars going by on Route 16A. "That's too bad," Ted said. Dorothy replied, "No, because you know what, Ted? I think I finally saw how we can get all those travelers to come to our store." "And how's that?" ted asked. "Well, now what is it that those travelers really want after driving across that hot prairie? They're thirsty. They want water. Ice cold water! Now we've got plenty of ice and water. Why don't we put up signs on the highway telling people to come here for free ice water? Listen, I even made up a few lines for the sign: "Get a soda . . . Get a root beer . . . turn next corner . . . Just as near . . . To Highway 16 & 14. . . Free Ice Water. . . " The next weekend Ted and the boy went out to the highway and put up signs for free ice water. By the time I got back to the store, people had already begun showing up for their ice water. Dorothy was running all around to keep up. "Five glasses of ice water, please," a father called out. "May I have a glass for Grandma?" a boy asked. "She's in the car." "Say, good sir," one traveler said in a Scottish brogue, "we're going all the way to Yellowstone Park. Would you mind filling this jug with your water?" "Hey this free ice water is a great idea," said a salesman, sidling up onto a stool. "How about selling me an ice cream cone?" For hours they poured gallons of ice water, made ice cream cones and gave highway directions. When the travelers started on their way again, refreshed and ready for new adventures, they gave Ted and Dorothy hearty thanks. When the day was done, Ted and Dorothy were pooped. They sat in front of the store, watching the sunset, feeling a cool breeze come in off the prairie. The next summer they had to hire eight girls to help them, and now that the store is in the good hands of their son. Today the store draws 20.000 thousand people on a good summer day. Here is a great lesson. No matter where you live, you can succeed, because wherever you are, you can reach out to other people with something that they need, even something that is free! What was the full name of the man? Ted Hustead Founder of Wall Drug Store in Wall South Dakota
0 Comments
Leave a Reply. |
If you appreciate these articles, support their upcoming publication in a book called, "REFLECTIONS OF A FIRE CHAPLAIN"
|