The other day I was in Kearney, Nebraska, at the 99th Annual Nebraska Farm Bureau Convention. In the hallways and lobby, participants discussed the importance of good people as partners, employees, managers, lenders and others. In fact, in many farm situations it was the individual who really made the difference between profit and loss, not the current price per bushel or pound. Later in the conference, one of the speakers addressed this topic and called people “the difference maker.” How true that statement is, particularly in a world of big data, a business philosophy of next quarter results, and a single focus on the bottom line.

In my 30 years of speaking at the Kearney event, it has been held at the Holiday Inn. Over that time, the owner of the hotel has transformed this once bargain-chain facility into a valued establishment that now includes five other hotels inside the same complex, each under his ownership. What has been the key to his success? From the beginning, he has been engaged and involved with the people who work for him. Whether it is the hotel staff registration clerks, cleaning crews or banquet teams, you can always see him actively engaged with the workers and participating in the work. Next, he invested in national-brand hotels that shared his philosophy concerning people. This method of expansion helped him ensure his commitment to his staff, which in turn, motivated them to provide exemplary service. I mentioned this gentleman in my presentation in Kearney and interestingly enough, everyone immediately knew who I was talking about. His commitment to those who work for him, as well as their performance, is noticeable.

When one travels extensively, it is easy to see the people who are the difference makers. Whether it is baggage claim or food service, the work of some individuals make a difference, while others simply do a job. For example, a hotel clerk who is glued to technology does not notice my desire to check in. When comparing the distracted waiter or waitress who avoids eye contact to the jovial slap-stick employees at Five Guys Burgers and Fries who entertain customers when the lines become overwhelming, there is a big difference.

Often, I fly Delta, which gives me the opportunity to repeatedly observe the same people. Tiffany and Brandy in Roanoke, Virginia, Mindy in Minneapolis-St. Paul, and the numerous TSA agents who take time to chat really make a difference. Delta is a better, more valuable company because of these individuals.

In this world of numbers and bottom-line results, good leaders will attract and retain good people. If you want the people in your business to help take it to the next level, you must be willing to invest in their success as a worker. Next time you see good service, whether it is a nurse, a salesman or a grocery store clerk, remember to recognize their good work with your thanks. As you look ahead, remember to include the value of people in your business decisions and strategies.

P.S. In agricultural lending, many consider the interest rate the prominent factor. However, having a trusted partner who understands your business and industry can be invaluable, especially during an economic correction.