Throughout the first MSM/GM Conference since 2019, Exchange Director/CEO Tom Shull emphasized the word “encourage,” which has its roots in the French “en courage”—give courage. As the conference wrapped up its third day, Shull told more than 200 main store managers and general managers that they exemplified giving courage.
“What you do every day is absolutely stunning,” said Shull, an Army Veteran. “Certainly for me, being able to return and complete my journey with my military community has been a blessing beyond belief. Especially reconnecting these last three days—I can’t tell you what it’s done to energize me, to encourage me.”
Shull preceded his remarks by leading the audience in a loud cheer:
“READY! RESILIENT! STRONG!”
And then the climax and the theme of the conference: “EXCHANGE STRONG!”
A photo of Kenneth O. Preston, the longest-serving Sergeant Major of the Army and a close friend of Shull’s, appeared on the big screen. It was accompanied by a quote: “Soldiers and their families are the heart of our organization, and we will not fail them.”
“That’s Ken Preston,” Shull said. “It all comes from the heart. It’s not just the Warfighter, but the families who are part of the military unit. I just want to share with you this quote, because this is really what this conference has been all about. It’s not only talking about the best customers in the world, but talking about them in terms of themselves and their families, because it’s a unit.”
Shull urged the audience members to continue to find their inner selves, and to encourage one another and their teammates every day.
“Because that’s what it’s about: Motivating, inspiring, rewarding all of our teammates starts with each of you,” he said. “I’ve seen all the connections and the joy these last few days. For me, it’s been an amazing welcome home.
“Think about it—it’s been almost four years since we’ve been able to do this,” Shull continued. “I really just want to say God bless each of you and your families every single day. Travel safe, and always remember, family serving family!”
After his remarks, Shull left the stage, but he quickly returned to present his Director/CEO challenge coin to the Store Operations team that coordinated the conference: Vice President of Store Operations Nicola Carter, Store Communication and Support Manager Jetdean Martin, Senior Business Program Specialist Lisa Lamers and Program Specialist Melissa Moring.
“This has been an amazing conference,” Shull said. “This team has done a remarkable job in bringing us all back together. Their hearts are totally in it. We’re so honored that they brought us back together to have this amazing event. I’m so grateful to every single one of you.”
At the closing lunch on Thursday, Executive Vice President and Chief Operating Officer Jason Rosenberg also praised the Store Ops team, and otherwise underscored Shull’s comments.
“This has been a family reunion this week,” Rosenberg said. “Truly a family reunion. What an amazing week we’ve all had. … I saw a lot of connecting, I saw a lot of mingling among different regions, I saw a lot of homecoming with our vendor family. It was awesome.”
Rosenberg said that his first MSM/GM Conference was in 1997, more than 25 years ago, when he was the main store manager at a small store at RAF Croughton in the United Kingdom.
“At the end of that week, I went home, and I fell in love with AAFES all over again,” he said. “I was so energized and motivated and excited about the company. And when I was watching all of you this week, I think every one of you is going home like that. It’s 26 years later, and I’m going home today. And guess what? I’ve fallen in love with the Exchange all over again, and it’s all because of you guys.”
Check out all the coverage from the 2023 MSM/GM conference:
Director/CEO Tom Shull Opens MSM/GM Conference With Message About Exchange Strength
From the MSM/GM Conference: Exchange Director/CEO Tom Shull Surprises 14 Associates With Coins
From MSM/GM: Top Exchanges Awarded Director/CEO Cup for Exceptional Service
Top PXs, BXs Awarded COO X Award, Building the Bench Award and Services Cup at MSM/GM Conference
From the MSM/GM Conference: Exchange’s Top Vendors Honored
Watch now! Wrap-up Video From MSM/GM Conference and More!
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