Time to Make the Donuts

Fred the Baker was a popular advertising character portrayed by actor Michael Vale who starred in commercials for Dunkin’ Donuts from 1982 to 1997 (source Wikipedia). I remember Fred because he was willing to roll out of bed well before dawn to begin making the dozens of donuts he would serve fresh to his many customers later that morning. His character became so popular as a spokesperson that the company created an official “retirement” celebration that featured a parade in the city of Boston and a “free donut” day that served over 6 million customers on September 22, 1997.

In some respects, Fred the Baker seemed to resent his early morning ritual as he would lethargically plod through the house and methodically produce his sweet treats all while muttering his trademark phrase, “time to make the donuts.” However, Fred’s expression and demeanor was transformed when he greeted his loyal customers as they lined up at the counter for his tasty creations. Fred found the energy to do his job from the positive feedback and repeat business of his clientele.

Today it is easy to spot the difference between a dedicated employee who loves his or her work and the disengaged one who sees only a job that demands more than he or she is willing to give. Leaders would probably agree that we need more people like Fred the Baker in our enterprises yet few companies seem committed to understanding how employee engagement works and what can be done to encourage it to flourish.

Perhaps that is because most leaders make the workplace about themselves and their needs or interests. Little thought is given to what motivates their team or how they, as leader, create the environment for team member success. Fred the Baker loved his customers and took pride in providing them with a fresh, high-quality product. He used only the best ingredients, state-of-the-art equipment, great processes, and relished the opportunity to interact with his loyal fans. What seemed like a tired complaint “time to make the donuts” was actually Fred’s inspiration to do a great job because he knew the customers would appreciate his efforts.

I don’t make donuts (although I enjoy eating them on occasion) but I’m like Fred in looking forward to arriving at work every day. My motivation comes from the destiny I sense in my work—to create a sustainable community of inspirational leaders. Whether I am writing, teaching, or coaching this destiny is like Fred’s daily mantra, it keeps me focused and energized. I may not mutter it out loud as I get ready for work each morning but I am aware of it’s presence in how I prepare for classes, facilitate discussions, interact with clients, treat my vendors, and share my thoughts in this blog every week.

What is your motivation to climb out of bed every day? Do you have a guiding mantra that inspires the work you do. Can your customers or clients sense how much you love what you do? Do you have a professional career or a true sense of call? Fred the Baker may have been a fictional character but he models the servant attitude that is mostly missing in our corporate, nonprofit, and public sectors. It’s “time to make the donuts” not because we have to but because we love doing it. Happy Fasnacht Day (March 8)!