There are many ways one can approach a project and the people who will be involved. I learned early in life, that it is always best to be kind, and accord respect to people, and that frequently, the ones whose appearance may not betray it, are really the ones in charge. But beyond that, it really is just the right thing to do.

Seth Godin has this to say, in his blogpost entitled: “Getting Smart About The Hierarchy of Smart”

A classic example of something appearing unassuming, would be Donna Von Hoesslin’s little Ventura storefront, which goes by the name of Betty B.

Donna’s company is based on a Global Commerce model. She has been before some of the largest leaders in the US retail trade, and been pursued as a designer and supplier by some very prestigious business entities. You would never guess that, were you to walk into her cozy little shop.

In 2007 the National Retail Federation invited her then, wholesale only company,  to be a part of The Big Show in NYC. Betty Belts was named as part of a select group of businesses to be a part of XO7  which was subtitled as the Store of the Future, the brainchild of designer Richard Russo of Hybridia Design.

When Richard rang me one day and asked if I could contribute, I was tipped off by his low key approach. I had NO idea of the scope of this man’s project or his ability as a designer. But I liked what he had to say, how he said it, and agreed to send him some stills and footage to use. Later as I stood in X07, I was stunned to see my work integrated into Richard’s fantastic design. Mary Osborne went surfing right by on hmm, I dunno, 200 LCDs ? In the Concept project, along with Betty Belts were companies like Toyota, LL Bean and other giants.

It was with equal parts irony and glee, that when Donna balked at getting her little store of the future merchandised and up (huge pressure) in under 24 hours, that Richard turned to me and asked: “Well what do you think?” My response was “Hell Richard, I have assembled innumerable retail locations, lets do this.” So he and I slammed the concept together, as Donna tended to the myriad other aspects of the show.

We both had a lot of fun designing and assembling  the Betty Belts store merchandising, on the fly. And we made the store opening deadline. The funny thing is, that the other larger companies had staff. But Donna only had Richard and I. Pretty telling when you step back and realize that the man in charge of everything, and the guy who built much of the imagery, were there in the retail trenches and having fun. If one were to walk in, you would assume we were the hourly workers. I know we cracked better jokes, though some of the NYC teamsters were pretty hilarious.

X07 saw Donna approached by all of the big vendors. Now here is where it gets interesting. She turned them down. All of them. On principal. And then she went on her way, and shortly after, opened her little shopfront, in addition to her wholesale business. Now to look at Donna, one would never realize how many families she supports on Bali, nor see her thoughtful and ethical approach to business. In fact, one may be inclined to see her as a sort of ethereally minded tree hugger. But again, appearances can be deceiving. She is where she is, by design. Many talented people are like that.

I tend to lean on my Christian background a lot. It has saved me countless times. One Bible verse always seems to turn up,  and in fact, has made my career by placing me before great men and women, who have often turned out to be collaborators and benefactors when I really needed one.

“Let brotherly love continue. Be not forgetful to entertain strangers: for thereby some have entertained angels unawares”. (Hebrews 13:1-2)

But of course, I was just practicing perceptive kindness.

That is how I met Donna.

My own angel.