A shift is a set period of time a frontline employee works. It's also a small, meaningful improvement in how that work gets supported. This dual meaning is the heart of Every Shift Counts.
From retail and restaurants to hospitals, warehouses, and construction sites, frontline workers power the global economy — yet they're rarely part of conversations about the future of work. We think that needs to change. Every Shift Counts brings together research, ideas, discussions, and tools to better support, enable, and advocate for frontline and deskless workers.
Our goal is simple: encourage the small shifts that make a big difference, every day.
Stay in the Know
Deskless is the only newsletter for anyone committed to enabling the frontline workforce. Each issue delivers fresh thinking, practical ideas, and honest conversation about what it really takes to support the people doing the essential work every shift.
Bring the frontline conversation to your inbox!
our core principles
Every Shift Counts is built around four core principles that shape how we think about frontline work and what it takes to make a real difference.
SWAG with Purpose
Grab some gear. Make a statement. Every Shift Counts swag turns everyday wear into a conversation worth having. Rep the people who keep the world running — and know that 50% of profits go directly to fighting food insecurity.
Make Your Shift
Every big change starts with a small shift. Here's how you can get started.
Show Your Appreciation
Frontline workers spend their days helping, serving, fixing, preparing, stocking, cleaning, delivering, and supporting everyone around them. Take a moment to recognize the person behind the work. Make eye contact. Call them by name. Instead of a generic "thanks," tell them ...
“I appreciate you.”
Small moments of human connection can make a difficult shift a whole lot better.
read the playbook
The Frontline Enablement Playbook is the first practical guide for equipping, engaging, and empowering the deskless workforce. Packed with field-tested practices, real-world stories, and research-backed insights, this book provides the insights and tools you need to bring the shift to life within your frontline operation.
Walk the Talk
The best way to understand frontline work is to do it. Don't just visit locations — put on the uniform, step into the role, and feel the friction firsthand. This is how you build trust, gain insight, and become a more informed advocate for your frontline teams.
Commit to working one shift per quarter within your frontline operation.
Include the frontline
You don't have to work directly with frontline employees to advocate for them. When you're talking strategy, designing programs, or shaping the future of work — consider how your ideas land for someone on a shop floor, in a warehouse, or out in the field.
Don't make frontline teams figure out how your thinking applies to their world. Include them in the conversation from the start, and you'll build a better workplace for everyone.
The Shift Continues
We're just getting started with Every Shift Counts! There's a lot more to come: more resources, more conversations, more ways to get involved. And if you have an idea for how we can better support, enable, and elevate the frontline workforce, don't keep it to yourself.
Thank you for showing up for the people who show up every day. Frontline workers deserve better support, greater visibility, and advocates who are willing to do the work to make that happen. Every shift counts — and so does yours!