The "Why" Really Matters

My former pastor used to tell a story about tradition. When someone would cook a ham they would always cut off the butt-end of the ham before placing it in the pan. Curious, the husband asked, "Why do you cut off the butt-end of the ham?" Since she wasn't sure, the wife called her mother. "Mom, why do you cut off the butt-end of the ham before cooking it?" The mother responded, "Because it wouldn't fit in the pan!"

We do many things "just because". Some are family traditions we inherited without thought. Some are habits we develop in living life. Others we simply do out of ignorance. These are the most dangerous.

Recently I noticed several businesses emulating some of the practices of Chick-Fil-A. The Cathy's have built an amazing company using non-traditional business practices because the "why" of the company mandated it. A couple of things they do that are not common are these: when you thank a CFA employee they respond with, "My pleasure." The other is regarding the drive-thrus at the free-standing stores. They post real people at the "sign" where you order that process the order and payment on the spot. This ensures correctness and relieves this burden from those inside so they can focus on filling the orders quickly.

These two rather simple things set CFA apart from all the others. And, they also sell great chicken. Without some of the other intangibles many would never know about the chicken.

Two companies have begun an attempt to "borrow" some of CFAs practices, but it does not have the same affect.

Occasionally I stop at a Burger King because it is convenient. They have begun emulating CFA, but they have missed the point completely. When placing your order at the drive-thru "sign", the person inside taking the order responds with, "My pleasure." They are not responding to you, like CFA, for saying, "Thank you." It is just a rote phrase management has instructed them to use every time they take an order. It does not add to the experience. Actually, in my case, it detracts from it because I know it is disingenuous.

The other instance is the local car wash. A national (or at least regional) company has purchased all the car washes in the area. They post real people at the "sign" where you order and pay for the car wash (a totally automated process) to "help" you. Their real purpose is to try to sell you a membership. This is not a "help" to me, but instead for the ownership to earn more money.

Both of these examples reflect a lack of understanding of the "why" behind much of what successful organizations do. Before emulating the practice, seek first to understand the motivation. It makes all the difference.