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| Thursday, June 21, 2012
Becoming a part of the bigger idea.
I’ve been in Raleigh-Durham all week talking to different groups and taking Chick-fil-A Operators, Team Members, staff and customers on a behind the scenes tour through the Chick-fil-A story. I’ve said it before and – God-willing – I will say it a thousand more times over the years to come, but telling this story is my favorite part of my job.
Why? Because I am reminded over and over again that Chick-fil-A is not just about chicken. In fact, it’s not about a transaction at all, and it never has been.
Yes, we are in business to sell great food, but our opportunity reaches far beyond the “what we do” and much deeper into the “why” and “for whom.” Great and lasting brands are more about the experiences we share and the relationships we build than the products or services we enjoy.
And that’s where storytelling comes in.
Great stories invite the audience to not only listen, but to actually become a part of the bigger idea. People come to Chick-fil-A first and foremost for food – and that's why we strive for excellence in that area. But if we approach each day with the understanding that we can (and do) have an immeasurable impact on the attitudes of others… well, that’s when relationships grow and, quite frankly, businesses thrive.
The beautiful thing about developing and fostering relationships is that we don’t have to rely on marketing tactics and advertising to grow our business. The Chick-fil-A Cows have deservingly won every award there is to win in the advertising world… but that’s not why Chick-fil-A is successful.
Ads gain attention, but relationships garner intention and create fans that do more than just eat with us. They tweet about us. They call their friends. They BRING their friends... And then they share this relationship with others.
Are you telling a great story this week? What's the 'bigger idea' you are inviting others to become a part of today?