Our Expert is: Keith Frein
Qualification: Keith has successfully built a company from $5,000 to 44 million. Keith is now spending a wonderul time with his family and building another great business.
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Keith's Weekly Insights

Tip #4--It Starts at the Top
January 22, 2008

Once you hang that shingle on the front door with your name on it, you are no longer "just Joe". You are now Joe, CEO or Joe, President or  Joe, whatever clever title you want to choose to show that you are the one in charge. Making that transition from average Joe to Joe CEO is not always the easiest thing to do, but it is essential if you want to set the right tone for your business.

 My company's office was located right on the Atlantic ocean in Jacksonville Beach, Florida. The companies culture could definitely be defined as laid back. My typical uniform was a pair of cargo shorts, a baseball cap and a t shirt. My partner and I thought, "We are located at the beach, people should be able to wear what they want!" And so, the policy of having no dress policy went on for about two years until the company started really taking off and we were no longer just hiring people in their twenties. All of a sudden the tank tops, flip flops and shorts look was starting to be a hot topic of conversation amongst the employees. Ultimately, my partner and I decided a dress code was needed (mind you it was not a drastic collared shirts and slacks edict, but more a no sandals, no tank tops and appropriate length shorts, etc type thing). So, I tossed away my Reef sandals in exchange for some Tommy Bahamma loafers. My point is, the dress code policy would have meant nothing if my partner and I had chosen to ignore it. Weather you know it or not, your employees watch you. The way you speak, the way you dress, how you handle stress, it all matters now. So, that saying about "walking the walk and talking the talk", well, this is what its all about. Employees want to know that their leaders are not above the law. And that whatever rules that apply to the masses, apply to the leadership team as well. If you, as the owner or CEO, can create a culture where your employees truly feel, the same rules apply to everyone, the benefits will ultimately show up in your companies reputation and bottom line.

Keith Frein is the former Co-CEO and Co-Founder of PPR Travel. During Keith's tenure as Co-Founder, the company was ranked as the 5th, 7th and 8th best Small Company to work for in the United States by the Great Places to Work Institute. Keith has recently retired and is working on bringing a new nutritional beverage to market through relationship marketing. Please send comments or questions to keith081@gmail.com.

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