Are You "Nose Blind" to Your Business?

The following article was written by a dear friend and mentor of all of mine, Crysta Reeves. It was originally published in MBC Today Volume 28 Issue 3 in June of 2026 and is shared here with permission.

We’ve all seen those commercials—the ones where someone walks into a home and is immediately hit with an unpleasant smell, while the homeowner stands there completely unaware. The tagline usually lands the same way: you’ve gone nose blind.

It’s funny because it’s true.

And it got me thinking about my own store.

Customers regularly walk in and say, “Wow, it smells amazing in here.” They linger, they smile, they comment on it as if it’s something special. Meanwhile, I’m standing behind the counter thinking…What smell? I don’t notice it at all anymore. After spending hours—days—years in the same space, I’ve become completely desensitized.

I’m nose blind.

But here’s the uncomfortable truth: that same phenomenon doesn’t just apply to pleasant things like a well-scented retail space. As owners, we can also become nose blind to the things that aren’t working.

And those are the smells that matter most.

No one opens their store intending to overlook problems. But over time, small issues become familiar, and familiar becomes invisible.

• The outdated signage you’ve never updated

• The clunky hardware and outdated technology that frustrates both staff and customers

• The slightly worn counters, scuffed floors, or dim lighting

• The “that’s just how we do it” customer service habits

Individually, they may seem minor. Collectively, they shape the customer experience.

The problem? You don’t see them anymore.

Just like that homeowner in the commercial, you’ve adapted.

Your Customers Still Smell It

Here’s the key difference: your customers are walking in fresh every single time.

They notice everything.

They feel friction where you feel routine. They see missed opportunities where you see normal operations. And while they may not always say it out loud, it influences how long they stay, how much they spend, and whether they come back.

In other words, what you’ve gone nose blind to… they haven’t.

For me, it started with that simple compliment about how the store smelled. It made me realize something important:

If I can become blind to something positive, I can absolutely become blind to something negative.

That realization forced me to step back and look at my business differently—not as the owner who lives in it every day, but as a first-time customer walking through the door.

And what I saw surprised me.

There were small inefficiencies I had accepted. Little cosmetic details I had stopped noticing. Processes that worked—but not as well as they could.

Nothing catastrophic. But enough to hold the business back from being exceptional.

So how do you fix something you can’t see?

You have to actively break your own familiarity.

Here are a few ways to do it:

1. Walk into your store like a stranger

Literally. Step outside, walk in, and experience your business from the front door to the checkout. What stands out? What feels off?

2. Ask for honest feedback

Not just from loyal customers who love you—but from new customers, employees, or even other business owners. Fresh eyes are invaluable.

3. Audit the details

Look at your store in layers:

• Cosmetic: Cleanliness, lighting, signage, layout

• Technology: Speed, reliability, ease of use, is it up to date

• Customer experience: Greeting, communication, problem-solving

4. Challenge “that’s just how we do it”

This phrase is often the strongest indicator that you’ve gone nose blind. It doesn’t mean that because you do it that way you need to keep doing it that way. Be open to change.

Here’s the encouraging part: most of these issues are fixable.

Unlike major strategic overhauls, the “nose blind” problems are often small, incremental improvements. But when you address them, the impact compounds quickly.

A cleaner space. A smoother transaction. A more intentional customer interaction.

Individually small. Together, transformative.

Your business has a “smell.” Not literally—but experientially. It’s what customers sense the moment they walk in.

The question is: are you aware of it?

Or have you been breathing it in so long that you no longer notice?

Because whether it’s amazing…or in need of attention…your customers can still smell it.

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Crysta Reeves is the proud owner of three shipping stores located in Northern Minnesota communities, as well as AMBC Advisor to the Board and past Board Chair. She also operates NorthlandCheerheads.com, expanding her businesses into the printing market and supporting her three kids’ school activities in a fun way.