Marketing inspiration from an unlikely source

I still believe in the American Dream. The one that says that like Horatio Alger stories from the early 20^th century, you can rise to accomplishment if you work hard. My belief was reinforced this week by Steven, a Vietnamese immigrant who I guess to be in his early 30s. Steven is living his version of the American Dream through the establishment of his new business, Nail Spa at the shopping center on Bacon’s Bridge Road (the one with the Piggly Wiggly) where Trolley Road diverges from it in Summerville, SC. I arrived with a coupon for a discount on services. I admired the fashionable surroundings, far from the norm of the normal nail spa and gratefully received the proffered frosty bottle of water. As I sat in his chair, Steven said, “You look like a business woman.” To which I responded, “Thank you, yes, I am in marketing.” At this, his face blazed with a giga-watt smile.

We proceeded to discuss his passion, the creation of a group of nail spas with highly responsive customer service and high-quality surroundings. Steven asked question after question on marketing. He told me of the books he’s read. Of the vision he holds for capturing a part of the market with exceedingly high service, atmosphere more like a traditional spa than a typical nail salon. Of a customer loyalty program that he wants to start. Of gaining customer trust and the customer’s point of view. Of the money he saved for years to self-finance his dream. He could have taught a course in marketing and business development.

What’s his story? Coming to America as a 6 year old boy in the company of his father, mother, half-American-half-Vietnamese sister who had an American soldier father. His mother with her half American child was ostracized in Vietnam. They moved from the small village where they lived to the even more rural countryside where they lived afraid of the communists who would persecute her for her half American child. A friend told her that the family could come to America because they had a half American child. And the did. Sponsored by a church family on the west coast, they came.

Steven tells of speaking no English. Of children who made fun of his hand-out clothes and mismatched socks. But he also tells of working hard, of dreaming, of saving to realize his dream. Steven lives his dream. He breathes it and in doing so, inspires me to envision more from myself.