September 2, 2025 • 17 mins
Peter, a third-generation hardware store owner, shares how he maintains competitive advantage against big retailers by offering hands-on customer service and creating a pet-friendly environment that Amazon simply can't match.
• Third-generation True Value hardware store owner since 1965
• Recently joined Do it Best, gaining better buying power and product variety
• Differentiates by walking customers to items and offering personalized help
• Creates memorable experiences with pet-friendly stores featuring his golden retriever Winston
• Uses branded vehicles as mobile billboards throughout the community
• Believes in being visible as the owner rather than hiding in a back office
• Follows personal mantras "work harder, dream bigger" and "chase greatness"
• Continues pushing forward despite Parkinson's diagnosis
• Advises new business owners to put their heart and soul into their work
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Stefanie Couch (00:00):
Independent hardware stores.
They compete against a lot ofbig people.
Peter Grebeck (00:04):
It's nice with a do it best, because I feel we're
gonna have much better buyingpower now, whether it's the cost
of goods or the variety.
I think a lot of customersstill like the hands-on.
We still walk our customers tothe item to find it.
Amazon can't do that.
Stefanie Couch (00:18):
Being seen and being visible as a business
owner is a competitive advantage, and that you can actually
build your business around that.
Peter Grebeck (00:24):
What works really good for us is we have many
vehicles.
We have box trucks, deliverytrucks, tow trucks, rental
equipment and everything.
We have splattered our namehuge.
Stefanie Couch (00:32):
Is Winston on your vehicle?
No, not yet that's a miss,Peter.
We got to make that happen.
Peter Grebeck (00:36):
Yeah, that might be a possibility.
Stefanie Couch (00:39):
Welcome to the Grit Blueprint Podcast, the
playbook for buildingunmistakable brands that grow,
lead and last in the built world.
I'm Stefanie Couch, the founderof Grit Blueprint, and I'm a
lifelong building industryinsider.
I was raised here, built mycareer here, and now my team and
(01:00):
I help others win here.
The truth is, you can be thebest option in your space and
still lose to someone else whosimply shows up better and more
consistently Each week.
On the Grit Blueprint, I'mgoing to show you how to stand
out, earn trust and turn yourbrand into a competitive
(01:20):
advantage that lasts.
If you're ready to be seen,known, chosen and become
unmistakable, you're in theright place.
Let's get started.
Thank you for joining me onthis episode of the Grit
Blueprint Podcast.
I am your host, Stefanie Couch,and today I'm really excited.
I have an amazing businessowner and fellow golden
(01:42):
retriever lover, Peter.
Welcome to the show.
Peter Grebeck (01:45):
Thank you.
Stefanie Couch (01:46):
I'm excited to get started talking a little bit
about your amazing hardwarestores.
I love a local hardware storeowner business, but we didn't
meet until last night when youwon an amazing award at the IHI
conference, the Beacon Award.
So congratulations.
Peter Grebeck (01:59):
Thank you, that was crazy.
Stefanie Couch (02:00):
Yeah, it was awesome, so I'm excited to dig
in and get started talking aboutwhat you're doing in Michigan.
Peter Grebeck (02:06):
We've been in Michigan forever my whole life.
I'm a third generation owner,being with True Value since 1965
.
Again, we're True Value.
Like I said at my meeting lastnight, True Value is red.
I bleed red.
I've always been True Value andI've been dedicated to True
Value, so I've been doing thismy whole life.
Stefanie Couch (02:28):
This is all I know.
Yeah, and True Value is such astrong brand.
I mean, when I think about TrueValue, I can see that scripted
font in my mind and it's really.
It's been around for a longtime.
How did your family get intothe business?
Peter Grebeck (02:37):
My grandfather started in with a business in
Detroit that he actually was inthe bar business, the liquor
business, and I'm told that wasjust a bad business to be in.
So he found a store that wasfor sale and that was early in
the 1960s.
And then he got approached fromTrevelyan 65.
And I guess we were the top 200to be established, from what
I'm told.
So yeah, we've been around along time and his name was Peter
(02:58):
also, so that's where the namePeter's come from.
Stefanie Couch (03:06):
Oh well, so it wasn't named after you, but you
followed.
No one has to know that, but us, Peter, we won't tell anyone
that.
Okay, well, tell me a littlebit about what you're doing now
in your stores.
You have two stores there inMichigan and you are there every
day running it, and I knowyou're more in one location than
the other in person.
So tell me about that.
What's the business like?
Peter Grebeck (03:22):
Business is good.
I love the challenge of thebusiness, I love growing the
business and again, like I said,it's not about growing the
money, it's about growing thebusiness.
Yeah, I like helping how many.
The challenge is how manycustomers I can satisfy.
It's like when I I actuallystill fix window screens myself
and I'd rather have 10 peoplecome in with one window screen
(03:42):
than one person with 10, if thatmakes any sense, because I feel
like I'm helping 10 peopleinstead of one person.
So the challenge is how manypeople I can help.
I am constantly on the showroomfloor.
People know my face.
So, and again, I've been aroundeverywhere and whether I run to
the local restaurant or thebank, somebody always knows me.
Stefanie Couch (04:01):
Yeah.
Peter Grebeck (04:01):
Which is crazy.
It drives my wife crazysometimes, but we go on vacation
and we run into a customer.
Stefanie Couch (04:07):
She's like can we go anywhere and no one?
Someone just doesn't know.
Peter.
Well, you have a very memorablelook and last night at the
Beacon Awards I met your lovelywife and we were talking a
little bit about how.
You know it's interesting.
You said you bleed true valueand you've set up this business.
But independent hardware storesthey compete against a lot of
big people and it's hard to dobusiness with the internet all
(04:30):
these crazy things that aregoing on.
What makes you and a partnerlike True Value and Do it Best
now has purchased True Value?
What makes that an advantagefor a small business owner to
have leverage from a big co-oplike that?
Peter Grebeck (04:44):
It's nice with a do it best, because I feel we're
going to have much betterbuying power now, whether it's
the cost of goods or the variety.
So I think a lot of customersstill like the hands-on Again,
they want to be walked to theitem.
I said that last night.
We still walk our customers tothe item to find it and they
still need the help Amazon can'tdo that.
(05:05):
Yeah, I mean, Amazon is alwaysgoing to be here.
They're never going to go away,but we'll still have that
customer that needs help fixingsomething, suggesting something,
finding something.
So I think I think we're fine.
Stefanie Couch (05:17):
Yeah, and you also have a what I would call
maybe the best competitiveadvantage in a hardware store.
You're pet friendly.
So let's talk about that, Peter.
Tell me about pet friendly,tell me about your golden
retriever, and do your customersjust love that?
Because obviously, if you can'ttell already, I love dogs.
I have a golden retriever namedHeidi Pearl and she is the best
(05:38):
girl and I would probably comeand buy whatever you have for
whatever price you have it,because you're dog friendly.
So tell me a little bit aboutwhy you did that and how that
started.
Peter Grebeck (05:47):
I'm selfish because I have a golden
retriever, so you know I figureif I let my dog in, I'm going to
let everybody else's dog in.
Yeah, and that's becoming verypopular, at least in Michigan.
I mean restaurants in the leastin Michigan allow dogs coming
in.
Grocery stores do.
Target does so we do it.
And it's really amazing is thatthe dogs remember.
I mean we have treats and thedogs immediately walk to the
(06:07):
front counter, put their paws onthe counter and they'll look
for the treats.
It's like kids.
We always said that it wasgreat when Dad would bring the
son and daughter in, becausethose son and daughters
eventually get older and theyremember coming to Peter Street
Valley for the experience.
So we're actually starting tosee younger people coming to us
because they were brought to ourstore as a child.
But yeah, the dogs are crazy.
(06:28):
They run around, they knowwhere the treats are at.
We have some customers thatcome in just for the cowhide
treats and the dogs know exactlywhere the treats are at.
But it's really cool becausethe minute the dogs walk in you
can tell they remember beingthere and they come right to the
counter.
Stefanie Couch (06:43):
Yeah, and also for your employees, I'm sure, if
they like animals.
It makes your day so muchbetter when you see animals and
they're happy to be there and Ilove it, so I think that's a
real competitive advantage.
When I was working at my jobbefore I worked at a corporate
thing we did a Dogs of Dallascalendar.
So our location was in Dallasand we took pictures of everyone
(07:06):
with their dogs and got theirdogs to pose.
That was always fun to try toget them to look at the camera,
but we did that and people lovedit because their dogs got
featured in the calendar.
So I think people attach tothings they care about, and a
lot of people now care abouttheir animals?
Peter Grebeck (07:22):
Oh for sure, again, I do.
I love my dog.
He's like he's my son.
Stefanie Couch (07:26):
And what is his name?
Peter Grebeck (07:27):
Winston.
Stefanie Couch (07:27):
Okay, and you said that you have a picture of
him on the door.
Peter Grebeck (07:30):
Oh yeah, we took a picture of him and had it
laminated on the front of thedoor and of him and had it
laminated on the front of thedoor and there's this face when
you walk in and it says we'repet friendly.
And we have a big kiosk outfront with electronic sign and
we have his picture on that tooand it says we're pet friendly.
So we definitely advertise it alot that we're pet friendly
golden retrievers convert inmarketing.
Stefanie Couch (07:47):
I think it's like 100 at the time.
So if you can put a goldenretriever on something, it's
pretty good branding right,right right let's talk a little
bit about marketing and beingseen because you mentioned that
a little bit last night andabout being known.
You said earlier that you needto be known as a person in your
business and you're obviously afounder led business.
Your face is everywhere and itsounds like you're pretty famous
(08:09):
in your town and maybe townsthroughout the US.
But tell me how that startedfor you to the US.
But tell me how that startedfor you.
When did you realize that beingseen and being visible as a
business owner is a competitiveadvantage and that you can
actually really build yourbusiness around that?
And how do you do that daily?
Peter Grebeck (08:24):
I actually have a lot of business friends Not all
True Value's.
Some of them are aces, some ofthem sell water softener salts,
some of them are landscapers.
So I've learned throughout theyears what they do well and I
put them all together and that'shelped with others.
I mean True Value never reallydid a great job of advertising
for many years and I thinkthey're going to change it now.
(08:45):
But as a Michigan True Value,we had a bunch of fellow member
hardware stores that we gottogether and advertised together
and we did billboards, thingslike that, which worked good.
What works really good for us iswe have many vehicles.
We have box trucks, deliverytrucks, tow trucks, rental
equipment and everything we havesplattered our name huge, just
huge.
So we have like billboards,like basically driving up and
(09:08):
down the roads, and I thinkthat's made a huge difference
for us.
That's that's helped a lot.
I mean we do a lot of the localstuff and Facebook and things
like that, but just seeing ourvehicles around going through
McDonald's, whatever you know, Idrive a vehicle that has my
name all over it.
I can't be hidden.
Stefanie Couch (09:23):
Is Winston on your vehicle?
No, not yet that's a miss,Peter.
We got to make that happen.
Peter Grebeck (09:27):
Yeah, yeah, that might be a possibility.
So we try everything.
That's the thing is.
We try everything, and evenwith True Value, with all their
niches, for years we tryeverything and I think it's all
about change.
And I think that's where a lotof stores not even hardware
stores, but everything theydon't change with the times, and
I've always loved change.
I love remodeling my stores allthe time.
(09:48):
It drives my employees crazybecause we're bringing in new
things, we're moving aisles andit even drives our customers
crazy.
Sometimes they're like like wejust learned your store and now
you changed it.
So I still believe.
Stefanie Couch (10:02):
Even though I'm getting older, I still believe
in changing.
I think change is good.
Yeah, I agree, you havesomething on your arms that I
want to talk about a little bit,so show me your tattoos okay
all right.
So this one says work harder,dream bigger.
Yeah and uh, we talked.
You talked about that actuallya little bit last night.
You had you.
You had your suit jacket on, sowe couldn't see it last night.
Why do you have that on yourarm and what does it mean to you
?
Peter Grebeck (10:22):
It's just something I wake up and look at.
That again, I'll say for the10th time is it's not about the
money, but if I can growstronger, you know it will make
me have more toys down the roadAgain.
I've worked seven days a weekmy whole life and finally, after
meeting my wife Lisa years agoand getting married, she was the
(10:43):
one that finally got me intogoing on vacation.
The first few years I justhated it and I couldn't leave
without my phone, but now I canactually relax.
I've learned to relax.
The harder you work, thepayoffs will come at the end,
and that can be anything.
It can be a vacation, a timeoff, cool toys because I have a
lot of cool toys at home in mygarage.
So that's kind of what it means.
Stefanie Couch (11:04):
Yeah, what kind of toys do you have in your
garage?
I'm curious.
Peter Grebeck (11:07):
Oh, I like cars, I have Camaros and Corvettes and
I drive lifted hillbilly trucks.
Stefanie Couch (11:14):
I love it, hillbilly trucks in Michigan.
Okay, I got it.
Peter Grebeck (11:16):
Trust me.
Michigan's a big country place.
I love it yeah.
Stefanie Couch (11:19):
Well, show me the other arm.
Peter Grebeck (11:22):
The other one says chase greatness, and that
one's just again trying tobetter yourself, Just trying to
be a better person, you know.
Stefanie Couch (11:30):
What does greatness mean to you?
Peter Grebeck (11:34):
Again, my whole life has been about business and
it still, technically is, Iguess, if I can be a better
person, um, a better boss, abetter person in the community,
a better husband, I guess, um,that's what it means.
Stefanie Couch (11:46):
Yeah, you have on the other arm.
Dream bigger.
Do you feel like you've dreamedbig enough?
Peter Grebeck (11:52):
Financially?
Yes, yeah, but, um, somethingI've always asked myself and I
don't know if I've come up withthe answer yet is people come to
me and they're like you made it, you made it in life, you made
it in life.
And I always question what doesthat mean?
What does that mean and how doyou know if you've made it in
life Again, I have a great wife,I have a great house, I have a
(12:13):
great family, I have aspectacular dog, I have my toys.
Do I need some more toys?
Maybe you only live once, can'ttake it with you.
So, after the seminar yesterdayand people coming to me saying
how great my speech was, I kindof feel like I made it.
Stefanie Couch (12:32):
Yeah, you crushed it last night.
I was really inspired by whatyou said and you talked a little
bit about.
You've gone through challengesand you talked about a diagnosis
that you have, but you haven'tlet that stop you and I think
that's really inspiring when you, when I look at your arm and I
see the words chase greatness, Ithink about the relentlessness
(12:53):
of never giving up, no matterwhat comes Business.
Obviously, you never know whattomorrow's going to bring Life.
You never know what tomorrow'sgoing to bring, but allowing
yourself to continue to push, nomatter what.
Peter Grebeck (13:06):
How are you doing that today?
Yesterday was my one-yearanniversary of being diagnosed
with Parkinson's, so yesterdaywas kind of a good day, but it
was kind of a bad day.
What beautiful timing,beautifully broken timing that
you won an award, oh for sure,yeah, yeah.
So that made things a lotbetter.
(13:26):
The first week of beingdiagnosed, I cried for a week
and I looked at people walkingdown the street with their
golden retrievers and I'm like Iwas jealous, like those people
are healthy and they're outdoing stuff.
But everybody has a story,though.
Maybe they weren't, maybethey're not.
So now I will look at is that Icould have worse things?
Yeah, and so I can deal withthis, and I got support to team
(13:48):
with my wife, so again, it couldbe worse.
Stefanie Couch (13:52):
And you're not finished, not even close.
Peter Grebeck (13:54):
No, and with Parkinson's there's no
medication, there's things toput a bandaid on, but the best
medicine is exercise.
Stefanie Couch (14:03):
With challenges like what we've been talking
about.
I know there's probably a lotof beauty that comes with that
and a lot of things that are notas easy, but last night was an
awesome moment for you and Iknow that you inspire a lot of
other people in this industry tocontinue to do amazing things
and build their dreams, to dreambigger, as you say, and chase
(14:24):
greatness.
What would you tell someone whois maybe thinking about getting
into an independent businesslike what you have?
That isn't sure if they can doit, if they are smart enough,
strong enough and work hardenough.
What you tell?
Peter Grebeck (14:38):
them.
I have talked to people aboutthis and I think this is a great
business to be into but, like Isaid before, you have to put
your heart and soul into it.
But again, you can't let thebusiness run your life.
You also have to work and youalso have to be a face.
I know a lot of businesses thatthe owners sit in the back
office and they never show theirface and they're unsuccessful.
(14:58):
So I think you have to get yourhands dirty.
You got to be able to cry aboutit, you got to be able to sweat
about it and you got to workwhen nobody else wants to work
and there is a payoff.
It sounds like a lot of workand it is a lot of work, but I
found there's a payoff at theend.
Stefanie Couch (15:14):
Yeah, it's beautiful when you can work so
hard for something and thenfinally feel it successful.
And I don't know how long ittook you to feel that way, but I
know when we you know it'salways something new coming up
in business, something, a newchallenge, a new thing that
comes with.
You know the pandemic and allthe things you've been through
with True Value and the way thatthings have changed.
(15:35):
But what's exciting most to youabout the future?
Peter Grebeck (15:39):
I think again with the new True Value, I think
again we're going to be muchstronger.
I think that's going to help us.
I think we're going to startadvertising more and I'd really
love to see the name True Valuecome back to be a household name
Because again, when I waslittle, true Value was the
hardware store in the days.
So my goal is I'd love to seeTrue Value get that name out
(16:00):
there stronger, yeah, andhopefully it's in my lifetime to
tell too.
Stefanie Couch (16:04):
I think it's going to happen and I'm excited
about that.
I'm excited about thecollaboration between True Value
and Do it Best being togetherby their powers combined,
obviously, and now Do it Bestgroup.
It's going to be really cool.
Are you going to be in theIndianapolis market?
Peter Grebeck (16:17):
Oh yeah, I already signed up, ready to go.
Stefanie Couch (16:18):
Okay, well, that's going to be a fun time
and it's the 80th yearanniversary of Do it Best, so
it's always going to be fun todo that.
Maybe have some 80s gear readyto go, maybe wear some neon or
something, who knows, right?
Well, thank you so much forjoining me and I'm really
excited that you have won thespeaking award well-deserved and
you are obviously making wavesin the industry, doing a lot
(16:39):
with your store.
So thank you so much and I willsee you in Indy.
Peter Grebeck (16:42):
Thank you.
Stefanie Couch (16:43):
Thank you for listening to the Grit Blueprint
podcast.
If this episode helped youthink a little differently about
how to show up, share it withsomeone in your building world
who needs it.
If you're ready to turnvisibility into growth, then
head to gritblueprintcom tolearn more and book a call to
talk to us about your growthstrategy.
(17:04):
Until next time, stayunmistakable.
Independent hardware stores.
They compete against a lot ofbig people.
Peter Grebeck (00:04):
It's nice with a do it best, because I feel we're
gonna have much better buyingpower now, whether it's the cost
of goods or the variety.
I think a lot of customersstill like the hands-on.
We still walk our customers tothe item to find it.
Amazon can't do that.
Stefanie Couch (00:18):
Being seen and being visible as a business
owner is a competitive advantage, and that you can actually
build your business around that.
Peter Grebeck (00:24):
What works really good for us is we have many
vehicles.
We have box trucks, deliverytrucks, tow trucks, rental
equipment and everything.
We have splattered our namehuge.
Stefanie Couch (00:32):
Is Winston on your vehicle?
No, not yet that's a miss,Peter.
We got to make that happen.
Peter Grebeck (00:36):
Yeah, that might be a possibility.
Stefanie Couch (00:39):
Welcome to the Grit Blueprint Podcast, the
playbook for buildingunmistakable brands that grow,
lead and last in the built world.
I'm Stefanie Couch, the founderof Grit Blueprint, and I'm a
lifelong building industryinsider.
I was raised here, built mycareer here, and now my team and
(01:00):
I help others win here.
The truth is, you can be thebest option in your space and
still lose to someone else whosimply shows up better and more
consistently Each week.
On the Grit Blueprint, I'mgoing to show you how to stand
out, earn trust and turn yourbrand into a competitive
(01:20):
advantage that lasts.
If you're ready to be seen,known, chosen and become
unmistakable, you're in theright place.
Let's get started.
Thank you for joining me onthis episode of the Grit
Blueprint Podcast.
I am your host, Stefanie Couch,and today I'm really excited.
I have an amazing businessowner and fellow golden
(01:42):
retriever lover, Peter.
Welcome to the show.
Peter Grebeck (01:45):
Thank you.
Stefanie Couch (01:46):
I'm excited to get started talking a little bit
about your amazing hardwarestores.
I love a local hardware storeowner business, but we didn't
meet until last night when youwon an amazing award at the IHI
conference, the Beacon Award.
So congratulations.
Peter Grebeck (01:59):
Thank you, that was crazy.
Stefanie Couch (02:00):
Yeah, it was awesome, so I'm excited to dig
in and get started talking aboutwhat you're doing in Michigan.
Peter Grebeck (02:06):
We've been in Michigan forever my whole life.
I'm a third generation owner,being with True Value since 1965
.
Again, we're True Value.
Like I said at my meeting lastnight, True Value is red.
I bleed red.
I've always been True Value andI've been dedicated to True
Value, so I've been doing thismy whole life.
Stefanie Couch (02:28):
This is all I know.
Yeah, and True Value is such astrong brand.
I mean, when I think about TrueValue, I can see that scripted
font in my mind and it's really.
It's been around for a longtime.
How did your family get intothe business?
Peter Grebeck (02:37):
My grandfather started in with a business in
Detroit that he actually was inthe bar business, the liquor
business, and I'm told that wasjust a bad business to be in.
So he found a store that wasfor sale and that was early in
the 1960s.
And then he got approached fromTrevelyan 65.
And I guess we were the top 200to be established, from what
I'm told.
So yeah, we've been around along time and his name was Peter
(02:58):
also, so that's where the namePeter's come from.
Stefanie Couch (03:06):
Oh well, so it wasn't named after you, but you
followed.
No one has to know that, but us, Peter, we won't tell anyone
that.
Okay, well, tell me a littlebit about what you're doing now
in your stores.
You have two stores there inMichigan and you are there every
day running it, and I knowyou're more in one location than
the other in person.
So tell me about that.
What's the business like?
Peter Grebeck (03:22):
Business is good.
I love the challenge of thebusiness, I love growing the
business and again, like I said,it's not about growing the
money, it's about growing thebusiness.
Yeah, I like helping how many.
The challenge is how manycustomers I can satisfy.
It's like when I I actuallystill fix window screens myself
and I'd rather have 10 peoplecome in with one window screen
(03:42):
than one person with 10, if thatmakes any sense, because I feel
like I'm helping 10 peopleinstead of one person.
So the challenge is how manypeople I can help.
I am constantly on the showroomfloor.
People know my face.
So, and again, I've been aroundeverywhere and whether I run to
the local restaurant or thebank, somebody always knows me.
Stefanie Couch (04:01):
Yeah.
Peter Grebeck (04:01):
Which is crazy.
It drives my wife crazysometimes, but we go on vacation
and we run into a customer.
Stefanie Couch (04:07):
She's like can we go anywhere and no one?
Someone just doesn't know.
Peter.
Well, you have a very memorablelook and last night at the
Beacon Awards I met your lovelywife and we were talking a
little bit about how.
You know it's interesting.
You said you bleed true valueand you've set up this business.
But independent hardware storesthey compete against a lot of
big people and it's hard to dobusiness with the internet all
(04:30):
these crazy things that aregoing on.
What makes you and a partnerlike True Value and Do it Best
now has purchased True Value?
What makes that an advantagefor a small business owner to
have leverage from a big co-oplike that?
Peter Grebeck (04:44):
It's nice with a do it best, because I feel we're
going to have much betterbuying power now, whether it's
the cost of goods or the variety.
So I think a lot of customersstill like the hands-on Again,
they want to be walked to theitem.
I said that last night.
We still walk our customers tothe item to find it and they
still need the help Amazon can'tdo that.
(05:05):
Yeah, I mean, Amazon is alwaysgoing to be here.
They're never going to go away,but we'll still have that
customer that needs help fixingsomething, suggesting something,
finding something.
So I think I think we're fine.
Stefanie Couch (05:17):
Yeah, and you also have a what I would call
maybe the best competitiveadvantage in a hardware store.
You're pet friendly.
So let's talk about that, Peter.
Tell me about pet friendly,tell me about your golden
retriever, and do your customersjust love that?
Because obviously, if you can'ttell already, I love dogs.
I have a golden retriever namedHeidi Pearl and she is the best
(05:38):
girl and I would probably comeand buy whatever you have for
whatever price you have it,because you're dog friendly.
So tell me a little bit aboutwhy you did that and how that
started.
Peter Grebeck (05:47):
I'm selfish because I have a golden
retriever, so you know I figureif I let my dog in, I'm going to
let everybody else's dog in.
Yeah, and that's becoming verypopular, at least in Michigan.
I mean restaurants in the leastin Michigan allow dogs coming
in.
Grocery stores do.
Target does so we do it.
And it's really amazing is thatthe dogs remember.
I mean we have treats and thedogs immediately walk to the
(06:07):
front counter, put their paws onthe counter and they'll look
for the treats.
It's like kids.
We always said that it wasgreat when Dad would bring the
son and daughter in, becausethose son and daughters
eventually get older and theyremember coming to Peter Street
Valley for the experience.
So we're actually starting tosee younger people coming to us
because they were brought to ourstore as a child.
But yeah, the dogs are crazy.
(06:28):
They run around, they knowwhere the treats are at.
We have some customers thatcome in just for the cowhide
treats and the dogs know exactlywhere the treats are at.
But it's really cool becausethe minute the dogs walk in you
can tell they remember beingthere and they come right to the
counter.
Stefanie Couch (06:43):
Yeah, and also for your employees, I'm sure, if
they like animals.
It makes your day so muchbetter when you see animals and
they're happy to be there and Ilove it, so I think that's a
real competitive advantage.
When I was working at my jobbefore I worked at a corporate
thing we did a Dogs of Dallascalendar.
So our location was in Dallasand we took pictures of everyone
(07:06):
with their dogs and got theirdogs to pose.
That was always fun to try toget them to look at the camera,
but we did that and people lovedit because their dogs got
featured in the calendar.
So I think people attach tothings they care about, and a
lot of people now care abouttheir animals?
Peter Grebeck (07:22):
Oh for sure, again, I do.
I love my dog.
He's like he's my son.
Stefanie Couch (07:26):
And what is his name?
Peter Grebeck (07:27):
Winston.
Stefanie Couch (07:27):
Okay, and you said that you have a picture of
him on the door.
Peter Grebeck (07:30):
Oh yeah, we took a picture of him and had it
laminated on the front of thedoor and of him and had it
laminated on the front of thedoor and there's this face when
you walk in and it says we'repet friendly.
And we have a big kiosk outfront with electronic sign and
we have his picture on that tooand it says we're pet friendly.
So we definitely advertise it alot that we're pet friendly
golden retrievers convert inmarketing.
Stefanie Couch (07:47):
I think it's like 100 at the time.
So if you can put a goldenretriever on something, it's
pretty good branding right,right right let's talk a little
bit about marketing and beingseen because you mentioned that
a little bit last night andabout being known.
You said earlier that you needto be known as a person in your
business and you're obviously afounder led business.
Your face is everywhere and itsounds like you're pretty famous
(08:09):
in your town and maybe townsthroughout the US.
But tell me how that startedfor you to the US.
But tell me how that startedfor you.
When did you realize that beingseen and being visible as a
business owner is a competitiveadvantage and that you can
actually really build yourbusiness around that?
And how do you do that daily?
Peter Grebeck (08:24):
I actually have a lot of business friends Not all
True Value's.
Some of them are aces, some ofthem sell water softener salts,
some of them are landscapers.
So I've learned throughout theyears what they do well and I
put them all together and that'shelped with others.
I mean True Value never reallydid a great job of advertising
for many years and I thinkthey're going to change it now.
(08:45):
But as a Michigan True Value,we had a bunch of fellow member
hardware stores that we gottogether and advertised together
and we did billboards, thingslike that, which worked good.
What works really good for us iswe have many vehicles.
We have box trucks, deliverytrucks, tow trucks, rental
equipment and everything we havesplattered our name huge, just
huge.
So we have like billboards,like basically driving up and
(09:08):
down the roads, and I thinkthat's made a huge difference
for us.
That's that's helped a lot.
I mean we do a lot of the localstuff and Facebook and things
like that, but just seeing ourvehicles around going through
McDonald's, whatever you know, Idrive a vehicle that has my
name all over it.
I can't be hidden.
Stefanie Couch (09:23):
Is Winston on your vehicle?
No, not yet that's a miss,Peter.
We got to make that happen.
Peter Grebeck (09:27):
Yeah, yeah, that might be a possibility.
So we try everything.
That's the thing is.
We try everything, and evenwith True Value, with all their
niches, for years we tryeverything and I think it's all
about change.
And I think that's where a lotof stores not even hardware
stores, but everything theydon't change with the times, and
I've always loved change.
I love remodeling my stores allthe time.
(09:48):
It drives my employees crazybecause we're bringing in new
things, we're moving aisles andit even drives our customers
crazy.
Sometimes they're like like wejust learned your store and now
you changed it.
So I still believe.
Stefanie Couch (10:02):
Even though I'm getting older, I still believe
in changing.
I think change is good.
Yeah, I agree, you havesomething on your arms that I
want to talk about a little bit,so show me your tattoos okay
all right.
So this one says work harder,dream bigger.
Yeah and uh, we talked.
You talked about that actuallya little bit last night.
You had you.
You had your suit jacket on, sowe couldn't see it last night.
Why do you have that on yourarm and what does it mean to you
?
Peter Grebeck (10:22):
It's just something I wake up and look at.
That again, I'll say for the10th time is it's not about the
money, but if I can growstronger, you know it will make
me have more toys down the roadAgain.
I've worked seven days a weekmy whole life and finally, after
meeting my wife Lisa years agoand getting married, she was the
(10:43):
one that finally got me intogoing on vacation.
The first few years I justhated it and I couldn't leave
without my phone, but now I canactually relax.
I've learned to relax.
The harder you work, thepayoffs will come at the end,
and that can be anything.
It can be a vacation, a timeoff, cool toys because I have a
lot of cool toys at home in mygarage.
So that's kind of what it means.
Stefanie Couch (11:04):
Yeah, what kind of toys do you have in your
garage?
I'm curious.
Peter Grebeck (11:07):
Oh, I like cars, I have Camaros and Corvettes and
I drive lifted hillbilly trucks.
Stefanie Couch (11:14):
I love it, hillbilly trucks in Michigan.
Okay, I got it.
Peter Grebeck (11:16):
Trust me.
Michigan's a big country place.
I love it yeah.
Stefanie Couch (11:19):
Well, show me the other arm.
Peter Grebeck (11:22):
The other one says chase greatness, and that
one's just again trying tobetter yourself, Just trying to
be a better person, you know.
Stefanie Couch (11:30):
What does greatness mean to you?
Peter Grebeck (11:34):
Again, my whole life has been about business and
it still, technically is, Iguess, if I can be a better
person, um, a better boss, abetter person in the community,
a better husband, I guess, um,that's what it means.
Stefanie Couch (11:46):
Yeah, you have on the other arm.
Dream bigger.
Do you feel like you've dreamedbig enough?
Peter Grebeck (11:52):
Financially?
Yes, yeah, but, um, somethingI've always asked myself and I
don't know if I've come up withthe answer yet is people come to
me and they're like you made it, you made it in life, you made
it in life.
And I always question what doesthat mean?
What does that mean and how doyou know if you've made it in
life Again, I have a great wife,I have a great house, I have a
(12:13):
great family, I have aspectacular dog, I have my toys.
Do I need some more toys?
Maybe you only live once, can'ttake it with you.
So, after the seminar yesterdayand people coming to me saying
how great my speech was, I kindof feel like I made it.
Stefanie Couch (12:32):
Yeah, you crushed it last night.
I was really inspired by whatyou said and you talked a little
bit about.
You've gone through challengesand you talked about a diagnosis
that you have, but you haven'tlet that stop you and I think
that's really inspiring when you, when I look at your arm and I
see the words chase greatness, Ithink about the relentlessness
(12:53):
of never giving up, no matterwhat comes Business.
Obviously, you never know whattomorrow's going to bring Life.
You never know what tomorrow'sgoing to bring, but allowing
yourself to continue to push, nomatter what.
Peter Grebeck (13:06):
How are you doing that today?
Yesterday was my one-yearanniversary of being diagnosed
with Parkinson's, so yesterdaywas kind of a good day, but it
was kind of a bad day.
What beautiful timing,beautifully broken timing that
you won an award, oh for sure,yeah, yeah.
So that made things a lotbetter.
(13:26):
The first week of beingdiagnosed, I cried for a week
and I looked at people walkingdown the street with their
golden retrievers and I'm like Iwas jealous, like those people
are healthy and they're outdoing stuff.
But everybody has a story,though.
Maybe they weren't, maybethey're not.
So now I will look at is that Icould have worse things?
Yeah, and so I can deal withthis, and I got support to team
(13:48):
with my wife, so again, it couldbe worse.
Stefanie Couch (13:52):
And you're not finished, not even close.
Peter Grebeck (13:54):
No, and with Parkinson's there's no
medication, there's things toput a bandaid on, but the best
medicine is exercise.
Stefanie Couch (14:03):
With challenges like what we've been talking
about.
I know there's probably a lotof beauty that comes with that
and a lot of things that are notas easy, but last night was an
awesome moment for you and Iknow that you inspire a lot of
other people in this industry tocontinue to do amazing things
and build their dreams, to dreambigger, as you say, and chase
(14:24):
greatness.
What would you tell someone whois maybe thinking about getting
into an independent businesslike what you have?
That isn't sure if they can doit, if they are smart enough,
strong enough and work hardenough.
What you tell?
Peter Grebeck (14:38):
them.
I have talked to people aboutthis and I think this is a great
business to be into but, like Isaid before, you have to put
your heart and soul into it.
But again, you can't let thebusiness run your life.
You also have to work and youalso have to be a face.
I know a lot of businesses thatthe owners sit in the back
office and they never show theirface and they're unsuccessful.
(14:58):
So I think you have to get yourhands dirty.
You got to be able to cry aboutit, you got to be able to sweat
about it and you got to workwhen nobody else wants to work
and there is a payoff.
It sounds like a lot of workand it is a lot of work, but I
found there's a payoff at theend.
Stefanie Couch (15:14):
Yeah, it's beautiful when you can work so
hard for something and thenfinally feel it successful.
And I don't know how long ittook you to feel that way, but I
know when we you know it'salways something new coming up
in business, something, a newchallenge, a new thing that
comes with.
You know the pandemic and allthe things you've been through
with True Value and the way thatthings have changed.
(15:35):
But what's exciting most to youabout the future?
Peter Grebeck (15:39):
I think again with the new True Value, I think
again we're going to be muchstronger.
I think that's going to help us.
I think we're going to startadvertising more and I'd really
love to see the name True Valuecome back to be a household name
Because again, when I waslittle, true Value was the
hardware store in the days.
So my goal is I'd love to seeTrue Value get that name out
(16:00):
there stronger, yeah, andhopefully it's in my lifetime to
tell too.
Stefanie Couch (16:04):
I think it's going to happen and I'm excited
about that.
I'm excited about thecollaboration between True Value
and Do it Best being togetherby their powers combined,
obviously, and now Do it Bestgroup.
It's going to be really cool.
Are you going to be in theIndianapolis market?
Peter Grebeck (16:17):
Oh yeah, I already signed up, ready to go.
Stefanie Couch (16:18):
Okay, well, that's going to be a fun time
and it's the 80th yearanniversary of Do it Best, so
it's always going to be fun todo that.
Maybe have some 80s gear readyto go, maybe wear some neon or
something, who knows, right?
Well, thank you so much forjoining me and I'm really
excited that you have won thespeaking award well-deserved and
you are obviously making wavesin the industry, doing a lot
(16:39):
with your store.
So thank you so much and I willsee you in Indy.
Peter Grebeck (16:42):
Thank you.
Stefanie Couch (16:43):
Thank you for listening to the Grit Blueprint
podcast.
If this episode helped youthink a little differently about
how to show up, share it withsomeone in your building world
who needs it.
If you're ready to turnvisibility into growth, then
head to gritblueprintcom tolearn more and book a call to
talk to us about your growthstrategy.
(17:04):
Until next time, stayunmistakable.
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