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EMPLOYEES NEED SOMETHING to shoot for — a guideline to let them know whether they’re succeeding. In a jewelry store, that’s often a sales goal.

Gene the Jeweler, the fictional character created by marketing specialist Jimmy DeGroot, lets his staff members set such goals themselves. Which is to say, there are no sales goals.

“That’s sort of the beauty of how I run this business,” Gene says in the video below. “Everyone has the freedom to go and be the best ‘them’ they can be.”

They’re basically free-range employees. Gene doesn’t want to impose his own definition of success on anyone else.

If the business adage “what you measure is what you get” is true, you have to wonder what’s in store for Gene’s business.


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Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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Gene the Jeweler

Video: When Gene the Jeweler Speaks, His Employees Listen

His staff members take him very, very literally.

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IN THIS EPISODE of Jimmy DeGroot’s satirical Gene the Jeweler series, Gene has a simple request for his employees.

The good news is that they follow his instructions. The bad news is that follow a bit too literally.

Watch the video:


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Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

Hiring a relative isn’t always a bad idea. But it was this time.

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IN THIS EPISODE of the satirical Gene the Jeweler series, Gene talks about the time he hired his nephew Jason as a goldsmith. Hiring a relative doesn’t always have to be a bad thing, but in this case, it didn’t work out so well.

You see, Jason had no experience at all. And there were other problems.

At least the insurance company paid for the damage.


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Gene the Jeweler

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story

This tale probably should’ve gone untold.

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IN THIS EPISODE of the satirical Gene the Jeweler series created by Jimmy DeGroot, Gene deals with an employee who is about six-and-a-half hours late for work.

As an understanding and empathetic boss, Gene listens attentively to the staff member’s explanation.

As it turns out, the tale was probably best left untold. This employee is extremely dedicated to his job — either that or he has a very active imagination.


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