“He did not think, How can I create a great brand culture? He simply did what came naturally to him. He made promises that his customers came to trust, and those promises continue to form the foundation of the Chick-fil-A brand.” – Former Chick-fil-A chief marketing office and executive vice president Steve Robinson on company founder Truett Cathey from his new book Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand
The book I have looked forward to reading the most in 2019 is Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand, the memoir of the restaurant’s former Chick-fil-A chief marketing office and executive Vice President Steve Robinson. It arrived yesterday and I have only finished the first chapter. So far, the book has absolutely exceeded expectations!
In full disclosure, Steve has been a friend for over 20 years. I recently said if I could only have lunch with only one person other than my wife and daughter, it would be Steve. The life he has lived, the marriage he has with Diane, and how he has leveraged his incredible gifts and influence has been a model for how I wanted to live my life.
His story and the story of Chick-fil-A’s brand growth is a gift to all Christian and business leaders. I cannot recommend enough you purchase the book by clicking HERE or on the image provided. In fact, Marty Kohr, faculty member of Northwestern University Medill IMC said, “Steve’s brand-building story is now required reading for my Northwestern University Medill IMC students and one I highly recommend for anyone who wants to better understand the extraordinary power of of a higher-purpose-driven brand, a strong culture, and meaningful goals, and insightful strategies and execution.”
So what leadership lesson did I glean from the first chapter? The leader is the physical manifestation of the brand itself. In other words, the leader is the picture of the destination at which the culture and brand will arrive.
Chick-fil-A has the culture it does because that was the type of man its founder Truett Cathey was. The restaurant chain is an organizational representation of Truett himself. The following are additional comments from chapter one demonstrating how his life was the embodiment of the Chick-fil-A brand:
- “My role, as chief marketing officer and executive Vice President at Chick-fil-A, was to provide the tools and strategic architecture to build the Chick-fil-A brand. Truett provided the heart.”
- “Truett Cathy had a sincere desire to honor God and have a positive influence on every person he came in contact with. Before the product and profits came relationships with people and with God. When Truett felt he had a biblical insight on an issue, whether it related to people or money or leadership, he tried to humbly and quietly apply that insight. Prudence. Patience. Hard work. Love. Forgiveness. Generosity. These values served Chick-fil-A well.”
- “The real journey was moving from a sandwich-focused operational restaurant chain to an experiential brand, as we came to understand how Cathy family-style hospitality and relational marketing could be executed in a fast-food restaurant.”
- “As I tell the story of the brand, almost every aspect of it begins with Truett’s heart. …a successful brand builds a foundation on relationships, relevance, and reputation.”
- “Proverbs 22:1: ‘A good name is to be chosen rather than great riches, loving favor rather than silver and gold” (KJV) He (Truett) understood reputation.”
- “Truett had an aversion to financial goals. To him, that would been letting the tail wag the dog. …he would never grow faster than the chain could attract talent and build management systems. Disciplined growth allowed him to select Operators who shared his business philosophy and love for customers.”
- “To Truett, every customer, every Operator, every staff member, and every team member was important, and the loss of a single one bothered him.”
- “Truett knew if people sampled his product, they would buy it, and he was right.”
- “That day I learned a great lesson of how the use of personal power is so much more effective than position power. I learned from a master, Truett Cathey. Truett never told her what to do, but he clearly and simply made it attractive for her to do what he expected. As I thought about it, I realized that was how Truett led all of us.” – Jimmy Collins on teaching a young lady working the counter to smile.
As you and I read these comments you are forced to ask, “What type of person am I?” Because just like Truett, whatever type of person I am and whatever I value will become the culture and brand of the organization I am leading.
Once again, GET THIS BOOK! It is gift to leader’s everywhere.
My book Timeless: 10 Enduring Practices Of Apex Leaders is also available for purchase. If you have ever wanted to become the leader God created you to be, this book is for you! By combining leadership lessons from biblical heroes like Jesus, Daniel and Joseph, along with modern day leaders like Bill Gates, Nick Saban, Kobe Bryant and multiple pastors, Timeless will equip and inspire you. This book is not to be read alone. Discussion questions are included in each chapter allowing you to develop those in your circle of influence. Click HERE or on the image provided and order your copies TODAY.