The Greater Good

When I was a waiter my bosses always wanted me to “upsell.” This is the practice of talking customers into buying an appetizer they hadn’t ordered or recommending the Australian lobster tail rather than the halibut. It makes a certain sense from a business standpoint. We were a fine dining restaurant and wanted to “maximize sales” on each table. From a waiter’s standpoint it made sense also: the higher my sales, the more tips I’d make. Yet I refused to upsell. I focused instead on helping the customers have the best possible experience they could have. I believed that if they felt as though I were trying to squeeze an extra few bucks out of them, they would feel more used than cared for. I reasoned that I could make just as much money by caring more about service than sales.

I did not know it then, but I was getting a glimpse into a dynamic that is always at play in every business arrangement – even writing. Namely, an individual’s needs versus society’s needs. Customers, or society, don’t give two figs about the restaurant’s bottom line. Customers want to enjoy themselves. A business, meanwhile, wants to make money. Whether I’m waiting tables, running a restaurant, or selling books, it can seem sometimes as though my only focus is extracting as much money from other people as possible, so that I can go on living and writing.

In a way, my choice not to upsell was a kind of experiment. What if, I reasoned, the customer’s needs could be my own? What if there was no difference between what I needed and what other people needed? As it happens, the more I focused just on service and not on sales, the more money I made. It was a happy arrangement.

But if I’m honest, the choice not to upsell served my most immediate needs as well. I didn’t like how it felt when I tried to sell rather than serve. It felt dishonest. Service, meanwhile, always felt good. After all, I was a human first and a waiter second, just as the people I was serving were humans first and customers second. Service became a means of connecting on a human level rather than a commercial level.

I started having success as a writer when I saw it as service, not sales. Instead of asking what I could write that could get someone to buy what I’d written, I asked myself what I would most like to share with other people. What if the kind of story that uplifted me, that served my life, might serve others? You already know how this story ends, because you already know that we all meet each other in our shared desire to know life as an act of love.

If you like the ideas and perspectives expressed here, feel free to contact me about individual and group coaching.


Fearless Writing: How to Create Boldly and Write With Confidence. You can find William at:

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