Problem: Chevron’s convenience store managers grow up in the oil business and don’t know much about retailing.

Solution: George Lemmond developed and piloted two-day seminars for managers of retail operations. Participants visit competitors’ stores, learn the fundamentals of merchandising, and are ingrained in the Chevron culture.

Results: This seminar was tested and held throughout the chain. The emphasis became the six steps to "Connect with Customers" —Recognize, Relate, Respond, Reward, Remember, and Repeat.