There is a neighborhood gas station in Boston that provides full service at the pump. It’s a throwback to the “good old days” when that was standard but today is a niche that sets them apart from the chains.
The station is a place that offers attendants — for gas only. To communicate to its customers that oils and fluids are self-serve, there is a hand-lettered sign on raggedy-edge cardboard taped in the window with duct tape. The incongruence between premium service for gas and chicken scratch for signs was jarring.
Even if you’re a lemonade stand on the corner, you can do better. How you say it says a lot about how you deliver it.
