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CUSTOMER-FOCUS STRATEGY 4: GOOD ENOUGH IS NO LONGER GOOD ENOUGH
QUALITY CAN BE A potent weapon, but only if you know how to use it. Most companies don’t. As soon as they’ve beaten the competition, they consider themselves “good enough.” But in today’s world, no company—no matter how far ahead of the competition it is—stays good enough for long. Look what happened to McDonald’s. Their growth has stalled, and Chick-fil-A is on its way to becoming the third-largest food chain in the United States by 2020.1
How did this happen? Chick-fil-A focuses on the kind of quality that today’s customers care about. Their motto is “Food is essential to life, therefore make it good.” They buy small birds that yield juicier meat and they have perfected its seasoning, ...
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