… received two emails.

One came from Xero, my online accounting software. They were letting me know that the planned price increase was being delayed, due to the pandemic.

One came from Starbucks. They were letting me know that my “stars” (credits based on past purchases) would begin to expire on July 1.

Two companies taking two very different approaches:

One is saying, “Times are tough; this seems like the wrong time to raise prices.”

The other is saying, “Expiring customer credits seems like a shrewd way to get people back into our stores.”

I don’t know whose approach is right, but I do know one thing: When the smoke clears on all this, I will be much more loyal to Xero than to Starbucks.

The things we do now are going to be remembered for a long time. What are you doing?