Amy\u2019s Ice Creams in Austin, Texas, is beloved for two things: the ice cream and the floor show. They are the ice cream equivalent of Seattle\u2019s \u201cflying fish.\u201d Ice cream scoops are thrown from one worker to another and caught in cups balanced on their chins . . . while standing on one foot . . . hopping. You\u2019ll see ice cream slingers sliding across the counters on their knees and bellies. It\u2019s a carnival ride in there. Finding people who are fearless and creative enough to come up with stunts like flinging ice cream balls across a room just can\u2019t happen in the normal interview process. How exactly do you ask, \u201cAre you a little bit nuts?\u201d You can\u2019t. So, at Amy\u2019s, applicants receive a white paper bag. It must be brought back within a week turned into a creation that tells Amy\u2019s about who they are. From this white paper bag, Amy\u2019s finds the personalities to fill their shops. Without the Right People, This Is Just Great Ice Cream By using a plain white paper bag as its job application, Amy\u2019s gets to know the creative soul lurking within the teenaged candidate standing before them. This idea began with an applicant who was given the bag instead of the boilerplate job application because Amy\u2019s had run out of the forms. The applicant floated the bag back into the store with helium balloons; inside the bag were items about her life. She got the job. Now for all applicants, this is how Amy\u2019s fills their shops with people who make getting ice cream like going to the circus. Revel in \u201cBeing Real\u201d The Amy\u2019s Ice Creams Web site says, \u201cAmy\u2019s looks at \u2018going out for ice cream\u2019 as a total sensory experience that can revitalize a less-than-stellar day.\u201d Part of the joy of going to their ice cream shops is wondering what kind of floor show you\u2019ll be greeted with. Getting the right people to work at Amy\u2019s has spurred their growth from a single location in 1984 to over 14 stores today. In 1984, Amy\u2019s sold 125,000 servings of ice cream. Now they sell well over 1 million a year, with gross annual sales exceeding $5 million. Like many beloved companies, Amy\u2019s Ice Creams doesn\u2019t advertise. Word of mouth builds the business, and Amy's redirects marketing money to community development, which fuels more word of mouth. Amy\u2019s represents the power of the small business owner and how service and exceptional experiences can build a small business. Amy\u2019s Ice Creams prospers because it revels in being real. Its employees revel in being their kooky, nutty selves--and people love it. This translates to Amy\u2019s website, where the home page welcomes you with \u201cLife is uncertain, eat dessert first!\u201d Sound advice. Go Try This Get \u201creal\u201d in how you hire and bring people into your company First, define the core values of the people you want to fill your company. Next, determine the personality of your company. Are you serious and deliberate? Are you whimsical? \u00a0(Have you thought about it?) Next, examine your current hiring process: Are you deliberate about selecting people who will deliver your company's dis\u00adtinct personality to customers? How would your customers say you are doing? Do customers rave about how unique you are? Are you selecting \u201cmemory makers\u201d or just filling slots? Decide to be real: What\u2019s your version of a white paper bag you can use to select people who will become your company to your customers?