Creating Business Traditions in Non- Traditional Businesses

Do you have any unique traditions that you celebrate?

Our family started a tradition around Groundhog’s Day.

It was my husband’s idea. And it was a stroke of genius.

Many years ago, on a fateful February 1st, he gave each of our daughters a brown sock. “It’s for the Great Groundhog,” he explained. If they put the sock at the foot of their beds, then the Great Groundhog would fill it with candy at midnight, on his way to Punxsutawney.

Obviously, any excuse to get candy was worth a shot. They set their socks out and went to sleep.

And sure enough, the socks were filled to the brim with candy in the morning! They were ecstatic. 

But Anna, our oldest, was furious when she returned from school that afternoon. “Nobody has ever heard of the Great Groundhog,” she announced. “Do you have any idea how stupid I felt when I asked my friends what they got from the Great Groundhog, and they laughed at me?” She crossed her arms.

We hadn’t anticipated this reaction. “I’m so sorry! What did you say?” I asked.

She shrugged. “I had a ton of candy in my backpack. Why would I care what they think about the Great Groundhog?” And she grinned.

Word traveled quickly, and the Great Groundhog began visiting a lot of her friends in the following years. Apparently, nobody likes to be left out when candy is involved. If you ask the neighbors today, they’ll insist that the Great Groundhog has always stopped at their houses, because the neighborhood is on the way to Punxsutawney.

Traditions can be hard to trace. But even when you can’t pinpoint exactly where they came from, they’re important.

Traditions help us understand who we are- where we came from, and where we’re going. We define our values through traditions- what we stand for, and the things that matter to us.

Traditions connect us with a broader circle of people- whether it’s a family, or a neighborhood, or a team. They give us a sense of belonging. We’re a part of something that’s bigger than ourselves.

Traditions connect us to our culture.

We often think about traditions and culture in the context of families and communities.

They’re just as important in a business setting:

  • When employees feel like they belong, they’re going to stick around.
  • When everybody is on the same page, people function as a team.
  • When team members share the same set of values, they’re able to move forward together.

Leaders can use traditions to reinforce their business culture. But talking about traditions can feel counterintuitive, especially if you’re working for a new, cutting-edge company.

Traditions are not:

  • The “old way” of thinking, even after we’ve learned a better way to do things.
  • Resisting change and innovation.
  • Focused on the past and ignoring the future.


That’s because traditions have nothing to do with how the business runs its operations.

Traditions are all about nurturing people

The opposite of tradition is taking people for granted. Nobody wants that.

Regardless of where we find ourselves, humans have a lot in common: we share struggles, fears, needs, desires. Traditions enable us to stay true to our human roots. When we remember who we are and where we come from, we move forward with humility and wisdom.

Companies need traditions because people need these connections. We need to remember how far we’ve come as a team and look forward to where we’re headed. Leaders are intentional about creating these traditions for their businesses.

Traditions often begin with Mileposts: Celebrating the day the company was founded. Employee birthdays. Annual picnics. The 5K race that somebody talks everybody else into running… or walking… or cheering for. Meeting a sales goal. Welcoming a new client.

What traditions do your employees look forward to celebrating? How do you celebrate?

The best thing about traditions is that you can create a new one whenever you feel the need to disrupt business as usual. There’s never a wrong time to celebrate.

Just ask the Great Groundhog.

Here’s to Creating New Traditions!

Are you ready to celebrate a tradition?
Let us help you create a Milepost Moment!

get connected

Stay in the know

Sign up for our mailing list to learn about events, promotions and new offerings.  


Sign up below

Upon payment of deposit, the Customer agrees to the following Transaction Terms and Conditions:

Invoice & Payment:
You should receive an invoice within 24 hours of the project start date with your Gift Concierge. Most orders will require a nonrefundable deposit of up to 50% of your order in advance of your ship date. Once the gift has been selected and finalized, the balance of the order cost will be invoiced and will include shipping as a separate line item. For credit card or ACH payments, the Customer Portal can be used to pay your invoice directly. In some cases, we can issue a direct invoice, should the customer organization require this. Note that volume orders will be assessed a 3% fee for credit card processing, which can be avoided by paying via ACH.
Addresses, Returns & Cancellations:
Please note that we are unable to reship gifts that are sent back to our fulfillment center due to the nature of our gift products. As such, all addresses in your order form are considered final. Once your order has been submitted to our fulfillment center, there will be a $50 fee to change or remove any addresses. Though we are happy to accommodate address changes in this way, please note that this will result in your full order being pulled from the queue and may result in a later shipping date. This ensures a seamless and on-time gifting process for all clients. (Tip: Ensure floor and suite numbers are included, especially for packages going to offices or universities. This is typically the primary reason for returns.) We cannot honor any cancellation requests once the gifts have shipped. Any requests to cancel an order that has already been submitted to our fulfillment center is subject to a $50 cancellation fee + the price of custom goods procured.
For custom or unique orders, our Gift Concierge team will work with you to meet deadlines and provide accurate and transparent information on order gift shipping times.
We ship all gifts from our fulfillment center, located in the Detroit area. Estimated shipping times for the continental U.S. are: Midwest: 1-3 days, Northeast: 2-4 days, South: 2-4 days, West: 2-5 days, based on exact shipping address. Although we do our very best to package and ship your gifts with great care and consideration, we can not control delays or issues with lost shipments caused by carriers such as FedEx or USPS. If you experience any other issues with gift delivery, please email or visit your customer portal.
Shipping costs are always billed separately for each customer order and will be included in the final customer invoice.
Once your gifts have shipped, you will receive an email with tracking information for your entire order.
Reach out to our team so we can ensure you have a smooth and delightful order experience. Contact your Gift Concierge member directly or our Support team at to assist you.