My forty-three-year career has flown by. Writing Covert Cows and Chick-fil-A has led me to take a deliberate look back, and I have been amazed at the privilege and blessings I have experienced. I could never have dreamed of such a career when I chose a marketing major at Auburn. And yet, I have also concluded that many of the key lessons and principles I learned during the course of my career are not unique to me. They are available to any business and brand leader.
The American free enterprise system is still alive and well, providing fertile ground for entrepreneurs. Two significant entrepreneurs impacted my life, my dad and Truett Cathy. Then there were the thousands of Chick-fil-A Operators who mirrored Truett’s entrepreneurial spirit. Our US culture needs to hear, understand, and appreciate the incredible blessing we have of being in an economic environment that catapults men and women like them. There is no more dramatic and illustrative entrepreneurial story than that of Chick-fil-A.
And, as I have written, the greatest influence on building a successful business and brand is its culture, which rises and falls on leadership. Truett understood the role of culture, and he made it a top priority and personal focus. He was intentional about surrounding himself with men and women who were similarly committed.
When I made the decision to pursue a marketing degree at Auburn University, I dreamed of one day working and growing in such a culture—having a fun and challenging job in Atlanta, Georgia. Never did I dream of the career, friendships, and incredible experiences God would allow me to be a part of. And none was more unbelievable than working for a man like Truett Cathy and his aspiring company as their chief marketing executive: building a team and strategy from scratch, and seeing it blossom into a brand infrastructure to support some of the finest entrepreneurs in America, Chick-fil-A Operators. I unabashedly thank God and Truett.
I praise God for all the men and women before and during my Chick-fil-A years. At the top of the list, Dianne, an amazing wife, lover, mother, and counselor. She and our children, Joy and Josh, were unwavering in their commitment and support for me in good and in challenging times. And as you may have noticed, she often gave me sound and godly counsel.
And then all the others I have mentioned. Men and women whom God used in unique and often underappreciated ways to help guide or sharpen me, and in the process bless my career, family, and ultimately, Chick-fil-A. Their names are in here for a reason.
On a different note, I want to be clear for any member of the greater Chick-fil-A family reading this. As Jimmy Collins reminded us upon his retirement as president in 2001: success is often harder to sustain than to create. I hope my story, and the portion of the Chick-fil-A story that I experienced, will help you understand what was negotiable and nonnegotiable in the Chick-fil-A culture, starting with the Corporate Purpose. It’s up to you to make those judgments for the future along with your Chick-fil-A peers. May God help you to choose wisely what the cornerstones of Chick-fil-A’s culture will be.
And for those readers not a part of Chick-fil-A, I am honored you took your valuable time to read my attempt at scribing my story. I hope you have found some nuggets on the role of culture in building a great business or brand, and maybe a few strategic ideas that might challenge some of your current marketing and brand-building paradigms.
Personally, I would love to see more consumer-facing companies learn how to grow their businesses and brands through genuine, personal engagement with customers. Maybe this book could help someone start that journey!
My journey and my story were not written alone. They were written under the strong influence of God, His Son, and Holy Spirit; my sweet wife, Dianne, and later, my children, Joy and Josh; Truett Cathy and his family; Jimmy Collins, Chick-fil-A’s first chief operating officer and president; Chick-fil-A’s executive committee for more than thirty years; a wonderful and wise marketing leadership team; hundreds of Operators who gave me great feedback and support; millions of customers talking to us and me through a myriad of channels. In all, I marvel at the amazing story God graciously allowed me to be a part of—one that ultimately blesses millions of customers every day.
I could not have turned that story into this book without the help of Dick Parker, my partner in writing and wise counsel. Dick has helped cowrite or ghostwrite many books, but none better qualified him to work with me than his helping Truett Cathy write his four books.
Jenny Baumgartner, chief editor for this book at Thomas Nelson, has been a huge help with her counsel, editing suggestions, and activating the tremendous team at Thomas Nelson, HarperCollins. As a first-time author, I could not have done this (or enjoyed it!) without their help.
Jonathan Merkh, my literary agent, has an extensive résumé in publishing, and he has done a superb job helping navigate me through the world of publishers and how to work with them. I could not have gotten this project off the ground without his help!
Life is fast. As I have reflected on the story that God put me in the middle of, I am reminded that it has gone by quickly. Under His leadership and favor, it has been rich in meaningful relationships, fun, and experiences (good and challenging). I am incredibly grateful for His putting me in a company with a clear purpose, and because of that association, helping me to discover and enjoy my purpose as well.
May you always know your purpose.
—Steve
Teach us to number our days,
that we may gain a heart of wisdom. . . .
May the favor of the Lord our God rest on us;
establish the work of our hands for us—
yes, establish the work of our hands.
—PSALM 90:12, 17 NIV