While on a cross-country flight, I met a man who turned idealism into financial reward in the most unlikely of places—high-rolling Las Vegas. (Continuing the Conversation…)
“I then invited the reporters to come back on Valentine’s Day for an even more meaningful and exciting story, knowing that although they cared about the sensationalism of the protest, the greater story was not about the politics but the depth of commitment as hundreds of couples flocked to the chapel to be married on Cupid’s day of love.
“Preparations for that major Valentine’s Day event took almost four months. The mood of the reporters told me that this event would be a make-or-break situation, so my team launched a full-fledged sales push for Valentine’s Day weddings. Three weeks before the big day, the chapel’s phone bank was lighting up nonstop as couples responded to our extensive ad campaign.
“When Valentine’s Day arrived, the chapel courtyard was filled beyond capacity with wedding parties of fifteen to twenty people each. Some had to wait in the street. In fact, the only way many could get their marriage licenses into the chapel to be certified was by passing them over people’s heads.
“Reporters attended en masse. This time, their stories focused on couples’ love and joy as they said ‘I do’ and how people deserve to live happily ever after.”
“That momentous Valentine’s Day, we saw 328 happy couples tie the knot, and the chapel’s reputation blossomed. We just kept growing the business. I might not be what my dad calls a real minister, but I do believe in a higher power that has something to do with love, truth, and beauty. That faith or trust or belief has been a factor in my success. I can’t explain it, but I’m sure of it.”
This story fascinated me, but my neck was beginning to hurt from looking at Jack while he talked. I turned to get my newspaper out of the seat pocket. “So, your business plan always had quantifiable results: you counted the fruits of your actions in dollars, weddings, relationships, hours spent, your daily happiness quotient with Cindy, or some other tangible, measurable entity. You set a goal but also measured the change you got back from every action.”
“You said that I got ‘change back.’ Yes, I did, but the change wasn’t always money!” He guffawed. “Now that’s something to think about, my friend. Every transaction brings change. If you can look ahead and see that the change will be for the greater good, then everything you do is worth it.
“One time, I had to decide to face a competitor who had set up shop a few blocks away and was using all kinds of neon, coupons, and other bells and whistles and come-ons to shut me down. I looked into moving away but decided to honor my history with the place and stay. I also did nothing to counter the competitor except strengthen our reputation as the kindest, most-loving service in town—at all times. We just kept doing what we had been doing. We didn’t need the neon lights; we had love and good business practices. Cindy worried for both of us through that time, and I stayed strong for her, even though there were times when I was terrified. Facing fear for two probably kept us from having kids—Cindy wasn’t able to sustain a pregnancy. But our legacy is the memories we’ve given people. Each couple was surrounded by a love beyond themselves alone, even if their marriages didn’t survive. That has to mean something in the collective consciousness. The money I’ve made is probably a lot less than those who work in the divorce industry, but I dream of the day when the reverse is true!”
Read the complete success story in the book, The Quiet Rich: Ordinary People Reawakening an American Dream.
Kevin J. Palmer, Author
The Quiet Rich
