By Kat Gordon, President & CEO of MMD
Common courtesy is often overlooked by businesses these days, but at MMD, we know that small, thoughtful gestures make a big impact. Courtesy shapes our interactions, strengthens relationships, and is key to mentoring and onboarding young team members.
In an increasingly digital age, face-to-face connections matter more than ever. By embracing ZingTrain’s 10-4 Rule—a simple yet powerful approach to customer service—we ensure that everyone who interacts with us feels seen and valued. ZingTrain, the customer service training division of the renowned Zingerman’s community in Ann Arbor, Michigan, has been a trusted partner of ours for years. Whether you’re visiting our warehouse, calling with a question, or meeting us on-site, courtesy starts with something as simple as eye contact and a smile.
What is the 10-4 Rule?
The 10-4 Rule is a straightforward yet effective guideline for human interaction:
- At 10 feet away – When someone is within 10 feet, make eye contact. This small gesture acknowledges their presence and signals attentiveness.
- At 4 feet away – When they’re within 4 feet, offer a verbal greeting. A simple “hello” or “how can I help you?” creates a sense of connection and opens the door for further conversation.
These basic actions make a difference in how people feel—whether they’re a customer, colleague, or visitor. At MMD, we believe this kind of attentiveness makes our spaces feel more inviting and ensures everyone who crosses our path is treated with respect and warmth.
Bringing the 10-4 Rule to life
Although the 10-4 Rule originated as a customer service tool, its principles extend beyond retail settings. Think about the impact of a warm greeting and eye contact when passing by someone in the office, engaging with a team member in the warehouse, or interacting with clients during an on-site visit. Courtesy doesn’t take time—it takes intention.
By applying the 10-4 Rule in our daily interactions, we create a workplace that prioritizes human connection, even in an era dominated by emails and screens. A friendly acknowledgment is a reminder that we see each other and that every individual interaction is valued.
3 tips for using the 10-4 Rule
- Practice eye contact and a smile – Whether you’re walking through a warehouse, greeting a client, or passing someone in the grocery store, making eye contact can brighten someone’s day.
- Offer a genuine greeting – Don’t underestimate the power of a simple “hello.” Even during busy times, pausing for a quick greeting can make all the difference.
- Be consistent – Courtesy is a habit. The more we practice it, the more naturally it becomes part of your company culture.
Building a culture of courtesy at MMD
At MMD, courtesy is at the heart of our customer-first approach. By adopting ZingTrain’s 10-4 Rule, we’re not only strengthening our relationships but also fostering a supportive, community-driven workplace. Every small gesture—a simple greeting or eye contact—adds up over time, creating lasting impressions, building trust, and leading to more meaningful connections. Whether you’re serving a customer, vendor, stranger or working alongside a colleague, these acts of courtesy reinforce our core values of respect, attentiveness, and a commitment to quality in everything we do.
In a world that often feels rushed and impersonal, we believe small, mindful gestures can make a big impact. At MMD, we’re committed to leading by example, ensuring that everyone we encounter feels seen, valued, and appreciated. We encourage you to reflect on your own interactions—how can you go the Extra Mile to make someone’s experience a little more personal, a little more human?