<p>A few weeks ago, news broke that <a href="https://www.cleveland.com/news/2025/11/employees-at-major-retailer-to-smile-within-10-feet-of-shoppers-in-new-directive.html" target="_self">Target is rolling out a new in-store initiative</a>, internally dubbed the “10-4” program: employees are expected to make eye contact, smile and say hello when a customer comes within 10 feet, and if the customer comes within 4 feet, the employee should ask if they need help or how their day is going. On the surface this seems like a sensible customer-service move. Walmart, Disney, and many major hotel chains implement this same guideline. But from the perspective of culture change, it&#39;s a cautionary tale.</p>