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Insights For Growing
Local cantor and cafe owner writes about
businesses, synagogues and values.
Louis Finkelman
Special to the Jewish News
T
•
e
he title of Frank Lanzkron-
Tamarazo's new book, God
Cries and an Angel Loses Its
Wings comes from a serio-comic rant
that author Frank Lanzkron-Tamarazo
delivers to customers at his Ferndale
cafe who ask for cream or sugar.
He says if you drink coffee with sugar
or cream, you have no hope of tasting
the unique nuances of each distinctive
variety of coffee. To appreciate the 1,500
different flavors of coffee from different
lands, different beans, roasted differ-
ently, you have to drink the coffee black.
Lanzkron-Tamarazo says, "If it needs
sugar, then you just don't like the flavor
..." The author's rant ends with the
claim that "if you put sugar and cream in
my coffee, God cries and an angel loses
its wings"
Veteran customers anticipate the
rant and even invite friends to come to
Chazzano Coffee Roasters to hear the
author perform it. Once a customer is in
on the joke, he or she truly becomes part
of the business.
It drives the next
generation of
technology.
Frank Lanzkron-Tamarazo
author's business advice. After many
years as a professional cantor, in 2009
Lanzkron-Tamarazo put his family's life
savings into starting Chazzano Coffee
Roasters in Ferndale.
Lanzkron-Tamarazo provides vivid
stories from the successful history of
Chazzano Coffee Roasters to illustrate
each idea for how to grow a business.
To grow a business, he says, you need
to:
Godly Lessons
Robert Schiller, Sterling professor of eco-
nomics at Yale University, recently wrote
in the New York Times about a new kind
of corporation, "benefit corporations"
legalized in Maryland in 2010. They exist
to achieve some goals in addition to pro-
viding maximum profits to shareholders.
Conventional corporations, in
Schiller's words, "exist only to make
money" for the shareholders.
It seems that the manager of a conven-
tional corporation owes it to the share-
holders to make lower quality products
if they produce higher quality profits,
should ignore damage to the environ-
ment as long as that does not damage
the shareholders or should hurt custom-
ers or employees whenever that benefits
shareholders.
In God Cries and an Angel Loses its
Wings, Lanzkron-Tamarazo explains
why he does not ever want to run a
company "only to make money" He
wants his business to improve the lives
of customers, workers and management;
he wants the owner to have a life wisely
balanced between business and family.
Lanzkron-Tamarazo wrote this book to
tell his readers how they can accomplish
that with their own businesses.
Experience lends credibility to the
asiosilLF
•V.
President Obama views Mobileye in action— see video at afhu.org/CGA2
On his recent state visit to Israel, President Obama received a demonstration of
Mobileye from Amnon Shashua, the Sachs Family Professor of Computer Sciences at
The Hebrew University of Jerusalem. Mobileye, an Advanced Driver Assistance System,
saves lives and boosts automotive safety.
Make strong first impressions on visi-
tors. Lanzkron-Tamarazo hires upbeat
people who are also "compulsive inter-
viewers:' Staff members who feel happy
at work greet each customer enthusiasti-
cally.
Educate your customers. Lanzkron-
Tamarazo offers visitors a tour of
Chazzano Coffee Roasters to help them
become knowledgeable in the whole
complex operation. He wants the cus-
tomer to know that Chazzano sells, at
any one time, 25 varieties of coffee and
75 different blends, that it donates any
unsold coffee after three weeks. He
wants them to know about seven or
more different ways of brewing coffee.
Bring people into the community.
Lanzkron-Tamarazo interviews his visi-
tors. When he knows about their lives,
he can treat them as individuals, not as
mere buyers. If he learns what they do,
he can introduce them to people who
might help them. A first-time house-
holder meets Lanzkron-Tamarazo's
favorite plumber; a family law attorney
gets her name known; the elevator repair
Insights on page 102
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September 18 • 2014 101