Making the World a Bit Nicer
By Tom Lee

Remember the good old days when proper manners were the norm, a firm handshake was unquestionably anticipated, and “rudeness” was but a foreign word? It seems today’s increasingly cynical society suffers terminally from a demise of social graces. But one woman is single-handedly trying to reverse this trend. Syndi Seid, founder and director of San Francisco-based Advanced Etiquette, offers consulting and training services to help business executives and virtually anyone gain a competitive edge in sophistication and social etiquette.

Seid believes that etiquette is “the missing link to a person’s professional education.” Schools and companies can provide books, computers, and an education of academic matters but they leave out the underestimated component of people skills, she says. “The interaction skills are what sells, not the price or product. It’s how well you can get along with [clients].”

Taking on the role of a modern “Ms. Manners,” however, is not something Seid had anticipated. The birth of her interest in etiquette stemmed from a stint working in the hospitality industry. Through her experience working with Hyatt Hotel Corporations, she realized the significance of proper etiquette. “Being a Chinese American, I didn’t know anything about etiquette. I didn’t know which fork to use, but I found [the concept of etiquette] fascinating,” she says. “I recognized how important these skills are to people.”

At the urging of her husband, Seid harnessed her knowledge into a business. Launched in 1992, Advanced Etiquette now serves customers ranging from major corporations such as Hewlett-Packard to private groups and individuals. Seid’s client roster even includes children, sent by parents who want them to develop polite and proper manners. What makes Advanced Etiquette unique is its teaching style, says Seid. “We pride ourselves on being able to custom design and tailor our courses to meet each client’s goals and subjectives for such training.”

Along the years, Seid has expanded her services to include international business consulting. American business executives going overseas to Asia often need to be educated on the delicate etiquette standards of specific Asian cultures to avoid making offensive faux pas. This process could also work in reverse with foreign clients wishing to learn American civilities. Seid says she teaches an increasing number of classes for visiting delegates from Asia, informing them the proper way of shaking hands, making eye contact, and dining in the United States.

But proper etiquette is not something just for the corporate world. It should be incorporated into everyday life, says Seid. “We’re not going to make anyone into Emily Post, it’s more to empower ordinary people to be more self-confident and less insecure in any social situation.”

With a book coming out next year, a web site launching in late summer, and services to the hospitality and hotel industry being developed, Seid is well on her way to making the world a nicer place.