Oh man….I think this is one of my favorite articles that Ken has written for me yet! One reason being that I am from NC and lived off of Chick-fil-A for a while when I was in school.  I could go for a chicken sandwich and a lemonaide right now for that matter! I never knew the story behind the restaurant, but as I read through Ken’s email, it makes sense. One of the things that makes Chick-fil-A, a fast food chain, stand out is definitely the service and quality. I totally agree with everything Ken writes and would like to thank him for reminding me of what is important as I grow my little business. I often tell people “quality over quantity” is always better but sometimes when someone is waving a dollar in front of your face it is hard to remember…okay well not a dollar but a whole bunch of dollars…haha.  Good news for Ken is I bet that his customer that had to cancel and order will call him first once he gets things in order and then will continue to call him first for years to come! One order now = $5 …..100 orders in the future = $500….it’s as simple as that. Thank goodness I am heading to Charlotte for Turkey Day so I can get my Chick-fil-A  fix soon!! -Julia

This weeks article: “What can the shoe industry learn from the fast food industry”?

I asked Julia if I may pick the topic this week because of a personal experience I had last weekend.   Those of you from or living in the South have most certainly heard of a fast food restaurant Chick-Fil-A.   For those of you who have not, Chick Fil-A is the second largest fast food chicken restaurant in the US.   It has had 40 straight years of growth and sales increases.   One of the elite few businesses that can make that claim.   I am a fan of their chicken sandwich but I patronize this business mostly because of it’s founder, S. Truett Cathy.

About 20 years ago, I moved to Atlanta with my new wife.   One afternoon, while Margo was at work, I decided to visit a restaurant on Cobb Parkway, not far from my house.   It was Chick Fil-A and I had never heard of it.  I ordered the chicken sandwich and a lemonade.   As I finished my delicious sandwich, an older man wearing a tie approached me and asked if I he could re-fill my lemonade.   This struck me as odd for two reasons: 1. This gentleman was not wearing anything that would have identified him as an employee of the restaurant and 2. Since when do fast food restaurants offer to refill drinks?  He brought me my drink and asked me how I liked my sandwich.   I told him I loved it and with this,  he patted me on the back and said how pleased he was to hear this.   It was not until many years later that I realized that this man was the founder, S. Truett Cathy.

When the owner or “top brass” care enough to speak to all levels of customers, it demonstrates a willingness for involvement.   Taking the time to speak with customers will differentiate you from the pack.

Mr. Cathy also is quoted as saying “Be kind to people.   Courtesy is very cheap but brings great dividends”.   I firmly believe that many in this industry could stand a dose of kindness.   At some point. most of the people reading this will be looking for a job.   I know that when I was looking for a job years ago, I certainly remembered people that were kind, took my calls and emails and spoke with me. I have paid them back by being kind to others.   Kindness in all matters of business is simply good practice.

“Grow cautiously” is another piece of wisdom offered by Mr. Cathy.   How many vendors have we known that have meteoric growth only to flame out a few years later.   Twig made the mistake of growing too quickly season’s one and two and we paid dearly for it.

“Put principles and people ahead of profits”.   This is a very difficult theory for many to adopt because they, or their companies are not long term thinkers.   About two months ago, I opened a new account in the west.   This was a new store and the owner had left another industry to start his retail business.   Things were slow but he gave me a fairly decent opening order.   A week ago, he emailed me, apologized, and said he had to cancel the order because he was struggling to pay his invoices.   At first, I asked him to keep a few styles – thinking only about myself!   The next morning, I emailed him and apologized.   I told him that I slept on it and decided to cancel his order and moreover, I asked him to send me some of his numbers so I may help him analyze his business.   Below was his response:

“Ken,

I would really appreciate your advice, I will put some information

together this weekend and we can discuss.  You are a wonderful example

of how to run a small business in terms of your thoughtfulness and

dedication, I am lucky to have met you”

This email means more to me than the money I would have made by asking to take a few styles.   I am not sharing this with you as a form of self promotion, but as an example of “putting principles ahead of profits”.

I love S. Truett Cathy’s comment on character.   A company’s DNA is founded in the character of it’s leadership.  

“I believe no amount of business school training or work experience can teach what is ultimately a matter of personal character.   Businesses are not dishonest or greedy, people are.   Thus, a business, successful or not, is merely a reflection of the character of its leadership”.

We can all learn a lot from this humble man who epitomizes success in my mind!

Ken Proctor

Front Man

Twig Footwear, LLC

c: 501.276.0140

e: Ken@twigfootwear.com

 www.twigfootwear.com