Today, according to predictions, we will hit 112 degrees in Mesa, Arizona. The AC units are running, the kids are out of school, and the streets look like a ghost town. "Winter" is officially here. (you know that time when everyone stays indoors because of inclement weather?)

At this time of year the word "refreshing" is particularly meaningful. Whether it is a tall cool glass of lemonade or dip in a cool pool. Both bring relief from the ongoing stress of the heat.

It occurred to me recently that some people are "refreshing" as well. Just like the lemonade, they bring relief from the ongoing stress of making a business work.

These are people that just "get it". You know the ones? They seem to know what you know and you find yourself talking excitedly together and sharing ideas and experiences and just enjoying the conversation.

That's what happened when I met Adam Toren. We got together to discuss Promoterz, our online service that helps businesses give a megaphone to their happy customers, become aware of unhappy customers, and increase the happiness of all customers. As we talked it was as if we were partners working out how to help other businesses succeed. Turns out that is what Adam does.

Adam and his brother Matthew are serial entrepreneurs. Among the impressive list of their ventures is a website, YoungEntrepreneur.com. They initially created this site to help youth become entrepreneurs but over the years it has become more to mean those that are young or new at being an entrepreneur.

The site has tens of thousands of members actively participating in its forums (http://www.youngentrepreneur.com). They also have a "refreshing" blog (http://www.youngentrepreneur.com/blog) as well.

If you are a business owner sometimes what you need, besides more hours in every day, is just to be "refreshed" as you read of others shared experiences. Others who "get it". I guess it is a sort of therapy.

I enjoyed their "10 Mistakes People Make When Starting A Business" and an interview with an Ebay founder on persuing your passion. As you read you find yourself saying, yep, I remember how I learned that. But you also get reminded of things you might want to revisit and you feel more committed to succeeding.

In the end, just as you are refreshed and ready to go as you finish the last of the deliciously tart and cold lemonade, you will have some good ideas and the courage to succeed in this thing we call business.

I live in Arizona, in the "Valley of the Sun". This is the place where all winter we flaunt our clear blue skies, our spring training baseball, and the fact we can give our kids bikes for Christmas and they don't have to wait till April to use them. (Of course, from June to August we are all visiting family and friends in cooler climes...but I digress.)

Arizona doesn't legislate the sun. We don't participate in the daylight savings time nonsense. But most other places do which means in the summer we are at the same time as California and in the winter we are the same time as Utah.

The standard argument for daylight savings time was that it saved energy. You needed less lights, so you saved energy. It seemed obvious and everyone seemed to have bought off on it and now the nation happily believes they are doing their part in saving energy by participating in daylight savings.

But it seems that no one really looked at the data. USA Today had an article recently describing research done at the University of California in Santa Barbara that showed that daylight savings does save energy used for lighting but that it used even more energy on heating and cooling costs. So the net effect is participating in daylight savings actually uses more energy. Now this is not an article intended to start "digital fisticuffs" about daylight savings. But rather the interesting point that people and governments think they are saving energy when in fact they are expending more.

Does that happen in your business? Do you assume that your customers are happy with something you do or provide when in reality they don't like it? Remember back in the "continuous improvement" business craze of the 90s the phrase "In God we trust...all others bring data". That is still true. Get the data and know what you know.

"What you don't know might kill you" could also be "What you think you know could kill you". So the point is get some data, some fresh live real data of how your customer's feel. There are lots of ways to do that. I personally feel that Promoterz is a great way since it provides a way to continuously monitor the heartbeat of your company rather than just a twice a year "exam". But whatever you choose, do it. You will be surprised at what you learn from the ones that really know. Your competition will be doing it.

Remember that old Burt Reynold’s movie Cannonball Run? It was probably just my age but at the time I thought it was pretty cool--an illegal race across the country in some very nice cars. It turns out the Cannonball Run is not just fictional. Wired Magazine recently ran a story about a guy named Alex Roy whose passion has been to break the 32 hour and 7 minute record for a coast to coast drive.

This is of course completely illegal and let me clearly state that I am not encouraging participation in this kind of activity—though it sounds kinda fun. Having said that, I think we can learn something from their experience.

Their challenge was not unlike that of every small business owner—they needed to accomplish something complex with limited resources (Their limited resource was time. Most of us are limited by funds which of course limit our time). The "Driveplan" they created impressed me. On it they listed every key milestone, targeted time of arrival, potential hazards, weather forecasts etc. Because they had this plan and knew where they were supposed to be every moment, they could immediately tell if they were in trouble and if they needed to make adjustments—including backing out.

Now compare that to your business plan. When was the last time you took it out and checked where you are against it? If you are anything like me, your business plan was something you forced yourself to put together to raise funds. Once that task was done the document went in the drawer to gather dust. Maybe that is due to the way we write the things—all that useless wordiness (kind of like this post). What if we created business plans that looked more like Alex Roy’s driveplan? Imagine clear milestones, expected results, time required, potential hazards each step of the way. Seems like if we created something like that we'd be much more likely to use it and reach our destination.

I heard a little segment on NPR a few days ago about Steven M. R. Covey and his book "The Speed of Trust". The book has garnered praise from various prominent people and has evidently sold well, I, however, haven't read it yet. The little I heard from Mr. Covey sounded intriguing and rang of truth to me.

Is it possible to do anything of value without trust?

Trusting in the things we have learned allows us to do things. Organize, build, design, communicate, calculate. Trust in someone else allows us to combine skills and efforts toward a common goal. We put our trust in things like computer programs, a marketing message, a process. The more trust that exists the more confidently and quickly we get to our goal.

Take away trust and everything is hindered. Lack of trust breeds fear, uncertainty, and doubt. It produces delays as you investigate what you can't trust someone else for. It causes relationships to be strained and torn apart, teams to break up. Lack of trust keeps customers away from a business.

The lack of trust is poison to a business and trust makes everything good happen.

What do you do to build trust among your employees? Your partners? Your customers?

Mr. Covey has outlined 13 behaviors to help leaders create trust in their organizations, focusing on character and competency. Want your business to grow faster? Do things to increase trust throughout it.

The F35 is an amazing jet. It can reach mach 1.6 and then stop in midair and hover while landing on the deck of an aircraft carrier in rough seas. You can see it in action here . For more than 50 years the Air Force has provided its pilots with "head up" displays so that the pilots can monitor key indicators they need without taking their view off the horizon. I guess when you are going mach 1.6 and dealing with an enemy it is pretty important not to take your eyes off the horizon. The Air Force is now testing new technology to replace the head up display specifically for pilots of the F35. According to a recent post on CNET, the new system uses infrared to actually let the pilot look right through the floor of the aircraft. It also displays the feedback that pilots need no matter which direction they are looking. The company that is developing the new technology calls it a "Helmet Mounted Cueing System."

So your business is moving along pretty fast, wouldn't it be nice to have a Helmet Mounted Cueing System to help you make better decisions? What information would you want on your cueing system? I don't think you'd want to clutter it up with important but not critical information. For example, I don't think I'd want to wander around with a copy of my latest balance sheet always in front of my eyes. The current cash balance in the bank, on the other hand, might be very useful. I don't know about you, but sometimes every second counts in getting a deposit to clear before payroll starts hitting! How about some indicator of how your customers are feeling? After all, everything we do as business owners is (or should be) about making customers happy so that they will buy from us again and again and tell their friends. Seems like knowing what they are thinking about our business and what they really want from our business should influence every decision we make. What else would you add to your HMBICS (Helmet Mounted Business Information Cueing System--got to have an acronym if we want to get any government funding!)

If you're not quite ready to pull on the Star Wars helmet (your customers might turn and run), you might check out our sponsor product, Promoterz. Right now--without government funding--you can keep a pulse on how your customers feel about your business. There is no head up display, but your customers' comments will go directly to your email so you will always be in touch and better able to take your business to mach 1.6!