Who They Are

What makes a company successful? Is there some overarching theme that all great companies have in common? While I think there are several aspects that take a company from being good to being great, I think one of the most critical is also the most simple. Great companies know who they are. Plain and simple. There are some companies that exemplify this principle.

Quik Trip

Somehow Quik Trip (QT) found a way to take the typical convenience store model and make it something a bit more. By doing this they now garner an extremely loyal and excited fan base. When they release a new product, such as the buffalo chicken stick, or a new promotion such as a glazed donut for $0.20 with the purchase of any coffee supporters are the first in line to try the new products. Most of their customers visit stores on a daily basis for some combination of gas, snacks, drinks, or food.

But who is Quik Trip. This Fortune 100 private company found out exactly what it was that consumers wanted out of a fast stop for a bathroom, snack, or gas. Things like a clean restroom and store, inexpensive drinks and snacks, great locations, etc. Everything that they do and don’t do is intentional. Every day they are finding more ways to be exactly who they are. They are focusing on their strengths and not worried about fixing weaknesses.

Starbucks

One of Fortune 500′s best companies to work for, Starbucks also exemplifies knowing who they are. Like QT they only build in the best locations, have clean facilities, and quality service. But they go beyond this. They are what the premium coffee drinker is after. They have consistent quality in their service and products, offering a wide range of coffee, muffins, music, etc.

I challenge you to go in a Starbucks, get a drink, and sit there for ten or fifteen minutes. You’ll notice personal touches like drink recommendations, learning your name, and music just loud enough to be relaxing but not loud enough to disrupt conversation. The entire atmosphere is crafted to create an experience, and that is who Starbucks has defined themselves as. They can charge a premium for their coffee because that’s not all that they are selling.

Apple

There are all sorts of examples from Apple that exemplify who they are, but I think among their best is their retail stores. From the moment you walk into their lovely space of a store, you cannot help but feel the Apple atmosphere. From the friendly employees who offer a complete purchasing experience to the ability to touch and feel absolutely every product in their store.

I could go on for days writing about how these companies how found out who they are and are now winning because of it, but I would imagine you already know this. What I’m curious about are the companies that you work for and how they are creating new and profitable ways to be exactly who they are and if they are winning because of it. What are some companies that might not be so obvious, but who are really in stride with who they are as a company.

So What?

Be who you are and help your company become who they are. That is, if you enjoy winning.

Zach