>> book review W is • AFHU H University Gift An different from all 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 The Hebrew University of Jerusalem is an engine of innovation and discovery for Israel and our global community. When you create a secure AFHU Hebrew University Gift Annuity— with its high lifetime return, tax deductions and annuity payments that are substantially tax-free— your annuity drives Israeli-led innovation toward a better future. Share in the vision of Albert Einstein, a founder of The Hebrew University. Help propel a catalyst for research and learning that strengthens Israel and transforms our world. 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