I don't know why I like it so much, but I do. I'm captivated by the struggle. The beauty of creating something new. The taking of an idea, not knowing if it will work, and creating it.

I love that Debbie has trained herself to remember the name of each person who frequents her business. And I was shocked when I walked into her store, that Miram greeted me like a 20 year-old son who just got home from college. Or Sarah, who wears her own alluring products to the Danville 4th of July Parade in front of thousands of people to gain awareness.

People at Costco never know my name. At Target, I can get a cheap pair of socks, but the clerk at the register looks right past me. And when was the last time you actually saw the Victoria's Secret models walking around town?

Small business owners have to do things differently. They're not trying to see how many people they can cram through their doors by working on 2 percent margins. They don't have enough leverage to drive hard bargains with their suppliers. And they certainly don't put burdens on the backs of their employees so an elite few of them can get uber-rich.

What I didn't know before we started EastBaySocial, was how inspiring the work would be. I didn't know I'd be working with people who used to make lots of money in the corporate world, but quit to open her own shoe store. How cool is that? Leaving a cushy job and taking a risk so you can do what you love.

You see it's not what you do that matters. It is why you do it. And you can see it on their faces. Sure they want to (and need to) make money. But the goal isn't realized when a profit is turned. I just know Debbie reaches a little goal each day when she remembers the name of an old customer. "Hey there Maggie. Long time no see." If she doesn't know it already, it meant the world to me.

For those of us who never thought much of it before, small businesses and professionals are the anchors of our communities. They beautify our towns, increase our property values, hire our kids and many of them even remember our names.

Target and Wal-Mart aren't going anywhere soon, but now I can hear what used to go in one ear and out the other....If you want beauty in your community, support your local businesses.

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