Anyone who knows me knows my three main passions in life are family, business and surfing. A close fourth is surf art. It’s woven into the décor of my home and office. But I’ve had to search far and wide to find the high-quality prints and photos that really stand out.

My web team, fortunately, shares my passion for surf art–specifically art inspired by surfing and waves. They also were having a difficult time finding really good surf-related art. The offerings we found online were the usual assortment of unframed surf posters, photos and sketches. So we decided to go for it and create an online gallery of surf art that we’d be proud to own or give as gifts. The result: WaveridersGallery.com.

We started by contacting emerging and established artists whose work we admire. Those who shared our enthusiasm are now showcased on the site. It’s all for sale, mostly signed limited-editions, framed or unframed. We also offer surf-themed books and even surfboards from a master shaper.

As you can tell, we’re very pleased with the results. I hope you’ll visit WaveridersGallery.com to see what I’m bragging about.

What can you take away from our experience? Everyone has their passions. It’s how you indulge them that sets you apart from the pack. We dived into the online gallery business with little knowledge of the art world but supreme confidence that we would learn along the way. We put our online-commerce skills to good use, met some great artists in the process and were passionate about building a site that stands above the competition. We even got a little surfing in along the way.

Returning from New York to San Diego recently, I sat in the Jet Blue terminal, waiting for my flight home. Advertised throughout the terminal were free Internet wireless zones. I thought: How cool is this? Free Internet. I can check my e mails, do a little web browsing, get caught up before the flight.

Unfortunately, the connection was so miserable that everyone trying to use it simply gave up. And the seating was so uncomfortable, our rear ends could only sustain the pain for about 10 minutes before we had to change seats. What a waste of a great opportunity for JetBlue: a really inexpensive chance to add value to their brand and create a memorable experience was so easily upset by faulty equipment and cheap seats.

If I were Airport King, I would mandate that all airports provide free web service with cushy seating. They can make their money advertising on the site, and the resultant improved customer experience would greatly alleviate customer service issues when planes are late, kids are crying and food is just barely edible.

My point? Too many retailers get complacent about the little things that make customers come back for more. In your clothing store, it might be the floor-to-ceiling wardrobe mirrors (have you cleaned them lately?). In your bead shop, maybe it’s the free samples you give to anyone who walks in the door (are they hot new designs or just old inventory?).

Do what JetBlue staff should have done: Keep an eye on the customers and take immediate steps to correct any dissatisfaction. Otherwise, your bottom line could suffer a terminal decline.

You don’t see too many David vs. Goliath stories these days with a happy ending for David–especially when Home Depot is Goliath.

But I just read a great article in the Los Angles Times about a hardware store owner who did just that. Everyone in retail who’s worried about big-box competition should read it for inspiration (free account registration may be required).

What a story: 101-year-old mom-and-pop hardware store is threatened when Home Depot moves in nearby. It’s a rude awakening for the owner, a real estate guy who helped craft the deal that brought the Depot to town.

But he took stock of the situation and now focuses on carrying items local customers can’t get at HD, insists on attentive customer service and doesn’t worry about price matching on large orders. The store itself was made more appealing to female customers, and inventory and checkout computerized.

The result? Sales are back in the black and a loyal customer base helps the store thrive despite the encroaching Home Depot and Lowe’s.

Articles like this give me great hope that small retailers will be around for a long time. Once again, studying the competition, giving your customers what they really want and adding the personal touch seem to be the keys to success. Remember that the next time your Goliath decides to move in down the street.

Sometimes I look forward to sitting in my dentist’s chair more than visiting a client’s retail store. Why? It’s the music.

If you’ve ever found yourself nervously eyeing the exit while your kids linger in Abercrombie & Fitch, you know what I mean. The pounding, blaring in-store music is designed to keep the teens shopping–and does so brilliantly. A&F is clearly an example of a retailer who knows its core customer.

My dentist knows his customers, too. That’s why the high-quality speakers in his office emanate the soothing sounds of soft rock, pleasant pop and a huge helping of jazz. I’m at ease as soon as I walk in. The background music helps me feel more comfortable while he’s working on my teeth, and it makes all his patients more at ease, regardless of age.

Industry studies show that the right music keeps customers in stores longer and keeps them in spending mode. You know your customers better than anyone. If a boom box with cassette tapes does the trick, great. But it’s getting easier and more affordable to go digital. Services like Trusonic and DMX will tell you what they think is the best music for your demographic, or will let you choose the type of music that suits your business. They will also show you how to insert your own commercials promoting in-store specials or upcoming sales.

Not sure what kind of tunes your customers like? Ask them. Give them a quick music survey form to complete and drop in a box. (Be sure to get their email addresses so you can notify them of sales and specials.) Then hold a random drawing for a merchandise giveaway. Involve them in the process and listen to your sales grow.

I stopped by a local surf shop the other day and chatted with the owner about his experiences with shoplifters. Glenn Paculba has owned Star Surfing Company in Pacific Beach, California, for more than 20 years. He had just remodeled the shop and moved the counter from about 10 feet in to right next to the front door. A customer asked if he had done it to help thwart shoplifters. Not really, Glenn told me.

“In my experience, most shoplifters could care less where the checkout counter is,” he said. “They hide the merchandise they lift, then typically just walk past the checkout clerk and out of the store.”

Glenn told me he recently noticed two non-surf types browsing his store. They came in together, split up and moved through the shop. Glenn said he simply walked up to each one, asked if they needed any help, then touched each of them on the shoulder.

Both men soon left empty-handed. Glenn told me that once he touches them, they know “the jig is up.” They’re being watched. Sounded like a great “hands on” tip to me.

I stopped by a local surf shop the other day and chatted with the owner about his experiences with shoplifters. Glenn Paculba has owned Star Surfing Company in Pacific Beach, California, for more than 20 years. He had just remodeled the shop and moved the counter from about 10 feet in to right next to the front door. A customer asked if he had done it to help thwart shoplifters. Not really, Glenn told me.

“In my experience, most shoplifters could care less where the checkout counter is,” he said. “They hide the merchandise they lift, then typically just walk past the checkout clerk and out of the store.”

Glenn told me he recently noticed two non-surf types browsing his store. They came in together, split up and moved through the shop. Glenn said he simply walked up to each one, asked if they needed any help, then touched each of them on the shoulder.

Both men soon left empty-handed. Glenn told me that once he touches them, they know “the jig is up.” They’re being watched. Sounded like a great “hands on” tip to me.