Regular customers know when Effie has the day off from her job at the city centre convenience store. They sense her absence as soon as they walk in. The coffee machine hasn’t been cleaned. The shelves haven’t been restocked. The music isn’t playing. Customers aren’t stopping to chat.
There’s a different energy about the place.

Over time, we’ve come to believe that making a mark is about doing the monumental—things few people could do. We’ve got that backwards. We change the world in imperceptible increments, by caring to do the things that anyone could do—but few choose to do.

Image by Can Pac Swire