Schlueter thinks it’s something deeper.

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To that end, the shop’s own GoFundMe had reached its original goal in just over two days. And the community gave her more than just financial support.

“It was unbelievable. Six people brought tables and chairs. I had hordes of people come help me get inventory out of the shop when it was still flooding. I can’t even name the number of customers who came and helped me.”

So, why did the community rise up for them? Maybe it’s because all of the employees know them by name. Maybe it’s because the shop is run by the kind of people who shovel mud for casual acquaintances.


“It sounds corny, but I very strongly believe that if you take iran phone number material care of a community, it will take care of you. And the hurricane proved me right.”

Takeaways from a Typhoon
I recognize that building a community is a different exercise for a mom-and-pop shop, but if you zoom out, there are lessons here for brands of any size.

I sincerely hope you never need these lessons, but you should consider them before a crisis hits.

1. Take care of your community.
When disaster strikes, it’s okay to worry about your own business. Put your own oxygen mask on first. But once you’re safe, your next thought should be your community.

Following the storm, Schlueter and her team created free decks of Magic cards for people who lost theirs during the storm.

And while that’s a kind thing to do on an individual level, it isn’t just about replacing material goods. Without their cards, community members can’t join in on the weekly games.