What I learned from the Geek Squad.

While in San Francisco a couple of weeks ago, I went to a presentation by Robert Stephens, who formed the Geek Squad in 1994 with just $200. Today, there are more than 17,000 Geek Squad agents and his company is North America's largest technology support firm. Geek Squad (now owned by Best Buy) was built on two simple premises: the love of geek culture, and making every touch point of the tech support experience fun. Where does he recruit talent? He throws Kung Fu Film Festivals--he says that that's where the geeks hang out.

In the beginning Stephens handled his own marketing. He designed his own logo because he was "too poor to pay an ad agency." He took the most recognizable logo he could think of (STP®) and modeled his logo after it. He learned quickly that the best form of advertising he could utilize was also free: happy clients. His first company "car" was a bicycle. He modeled his business on the hospitality industry, not the tech business, and by doing so, he set his company apart with memorable customer service that continues to bring clients back again and again.

Obviously, Stephens had a good idea at the right time. That's what got him started. But I think he's found the keys to success in the service industry--positive client "touches" throughout every cycle of the client's experience, and a fun working environment that ensures happy and productive employees.