Back to Nature


To serve is beautiful but only if it is done with joy and a whole heart and a free mind. – Pearl S. Buck


This morning as I headed to my morning momentum spot, I saw a little plaque on the bookshelf in my office that was the name of my business from over 20 years ago… Business Answers. This morning’s writing prompt was perfect for what is brewing up in me to write for today’s Victory Letter, being of service.

Some of you getting this letter may remember that I owned a company for 16 years which I had named Business Answers. It’s hard to believe that 20 years has come and gone since I sold that company. The experience of those days and the service we provided to the small business community and their customers will be in my heart and soul forever.

I came up in the rank of customer service in the jobs I had taken, starting in high school. When I left California and moved to Colorado, I had a burning desire to take all I had learned and start a telephone answering service. Yes, crazy as it seems that is what I wanted to do. I took on a few other jobs my first couple of years here, and then by the stroke of fate, I met a woman who was desperate to sell… you got it … a telephone answering service.

The first day behind the phones of that business I was nervous about the financial commitment but ecstatic that all those people calling in would be treated like gold by myself and my staff. My staff for the first 6 months or so was only me and one part time person. It was a lot of hard work, but I was happier and freer than I had ever felt in my life.

You see, I was giving great service every day, representing my client’s companies and making others feel good. In other words, I was being of service. An act that I believe just makes this world a better place.

That is why it is always hard for me to understand when a company doesn’t put the time and money into being of great service. And why I am delighted when a company does.

Here is what I believe it means to serve:

Share smiles every day.

Enjoy the work you do.

Regard everyone with respect.

Validate concerns as if they were your own.

Embrace the opportunity to make someone’s day.

On this week’s podcast I am delighted to begin a 3-part series around building your self-confidence by hanging out in and with the bounty of service that is given to us with the gifts of nature. Today’s guest is Deb Matlock Founder of Wild Rhythms in an episode we are calling Back to Nature.

Over the years I employed about 40 different people in the many adventures of Business Answers. We bought an office building, grew the diversity of our services with always one important element at the core, to be of service.


When I began to feel totally burnt out, I knew it was time to move on and to be of service in the capacity of becoming a Business Coach. This allowed me the freedom to finish raising my children and be home more, as well as take all the lessons learned along my way and share them with other small business owners.

Today, I am happy to say that being of service to my coaching clients puts that service smile on my face every single day.

How about you, how do you serve in the work or even play that you do? I would love to know what puts that smile on your face.


The cool thing about giving great service is that it builds confidence in others while building your own.

As you move into this week take a stronger look at those you serve and those who serve you. Decide what does and doesn’t make you feel good and adjust accordingly.


Here is to your great week ahead!

To Your Success and Victories,
- Cheri

Cheri Ruskus, Small Business Mentor and Possibility Thinker
cheri@businessvictories.com • 303-652-1718 • @victorygirl

Need more business clarity? businessvictories.com/clarity


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