Zen Jeweler Forget the gipper. Sports is way too simple to use as a model for business. Here's why: Sports is (mostly) fair. There are lines, and judges. A set period, or a set number of games. Creativity is allowed within very strict guidelines, or not at all. This makes sports easy to become enthusiastic about. From the player's standpoint, enthusiasm is essential, and easily accomplished, because it's only needed for a few hours a week. Stop with the sports analogies, already. Teach your staff to be professional retailers. Don't look for short-term enthusiasm; look for an attitude of long-term professionalism. Jeff McCandless has been in retail management for 30 years and is now general manager for J.E. Caldwell's Center Valley, PA, store. E-mail him at mcjeff@aol.com. Back

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