If you asked me whether the Cows would have scribbled one misspelled phrase on a billboard had Chick-fil-A been a conventionally structured company at the mercy of shareholders or mega-franchisees, I’d say slim chance. The Cow campaign became an endearing part of American pop culture largely because of an independent, family-owned business armed with conviction.
While the creative team who conceived the idea gets much of the credit, the successful launch of the “Eat Mor Chikin” movement required great courage from a CMO who saw an original idea and approved it based on his instincts, without the benefit of focus groups or any kind of testing. Drawing on a reservoir of experience, Steve Robinson immediately recognized the power and scope of the idea and gave the Cows wings to fly (or, at least, shimmy up some billboards).
Few clients are willing to stick with one campaign for more than twenty years, even after it has proved successful. We were blessed to have a partner who listened to his gut (and a highly educated one, at that) time and time again. Steve and his team always showed up at meetings looking to be entertained, the fate of the ad often determined by the volume of Steve’s infectious laugh. Every work session with Chick-fil-A was a joyous occasion, and all of us worked as a team in selecting the work that would keep the Cows fearlessly marching down the path of self-preservation and making advertising history.
As a leader, Steve was as respectful and inclusive with his own staff as he was with us. In our creative reviews, after we presented a dozen or so possible solutions, Steve would give each member of his team a chance to speak before he weighed in. He always listened intently and allowed open discussion, but we all knew it was his ultimate decision (fortunately for us, he made really good ones). Steve’s approach not only set a tone of collaboration but also inspired us to always bring the very best ideas we were capable of producing. With Steve, it never felt like you were selling the work, but rather sharing something you were genuinely excited about with a friend.
Our relationship with Chick-fil-A was a paragon of the client–agency partnership, where graciousness and trust were always present at the table. Because of this uniquely collaborative spirit, fresh ideas flourished, the Cows never tired, and the world ate a whole lot more chicken.
Stan Richards
The Richards Group
In my world of management consulting, once or twice a decade you get to have an experience and relationship that reminds, inspires, and takes you back to the reasons you chose the career you did. My experience with Chick-fil-A and relationship with one of its most inspiring, transformational, and truly exceptional marketers, leaders, and friends, Steve Robinson, is one of those reasons. Steve was one of the original leaders that helped to bring to life and realize the vision born out of legendary business pioneer Truett Cathy’s belief that there did not have to be a separation of business and humanity, purpose and dollars, and spirituality and growth.
For more than three decades, Steve led the creation, management, and relentless curation of one of the most iconic and beloved brands on the planet, using equal parts head and heart, intuition and analytics, and leadership and inspiration. As a top Chick-fil-A executive, Steve worked as hard at building the business and brand as he did the culture and his team. As a brand builder, Steve was a teacher, innovator, risk-taker, and true marketing pioneer. As a client, I truly learned what informed intuition meant and how Steve saw the world through both a data and human lens, which always led our teams to get to a collective better answer, regardless of the problem we were trying to solve together. As a friend, Steve continues to teach me about the importance of balance in all aspects of life, for with balance comes wisdom and a sense of peace.
Steve never wavered from his strong belief that Chick-fil-A would one day become one of the world’s most beloved and powerful brands, while always admitting he could never make this a reality on his own. Steve always made sure that he had his executive leadership team aligned, his marketing leadership team empowered, his organization equipped, and the millions of raving fans ready to embrace both Chick-fil-A’s amazing food and its incredible brand.
Covert Cows and Chick-fil-A does an incredible job of paralleling Steve’s growth as a world-class marketer with the growth of a world-class brand and the growth of one of the most successful businesses in the fast casual industry. This is a book for students, teachers, marketers, entrepreneurs, dreamers and, most importantly, leaders who are truly committed to building a transcendent brand and marketing organization.
Covert Cows and Chick-fil-A is one of the finest books I have read that captures the history and legacy of both a business and a brand, while pushing the reader to constantly think about higher order purposes and ideas—and showing that they don’t have to be in conflict with one another. Steve’s ability to tell a story so vividly allows the reader to step through his life, Truett Cathy’s life, and the building of one of the greatest, most iconic brands in the world. This is a must-read for anyone who dares to dream big, is seeking purpose in their life, has ambition, or wants a formula for business and life success (purpose and culture are great places to start).
Scott Davis,
Chief Growth Officer, PROPHET,
marketing and brand consultants