Dan Kennedy -
The Renegade Millionaire Way

Act On Your Dream! > Articles > Articles by Dan Kennedy > The Renegade Millionaire Way

by Dan S. Kennedy

Being About Something More Than Chicken

Each year, the Chick-Fil-A restaurant chain, famous for its tongue-in-cheek ads featuring cows urging folks to “eat more chicken,” has a Cow Appreciation Day. Customers who come in dressed up as cows eat and drink for free. Anybody wearing anything with a cow pattern – hat, cap, shirt – gets a sandwich free.

Last year, 400,000 people came in dressed up as cows.

The guy who started this chain was a bona-fide Renegade Millionaire. Even though many of their shops are in malls, they’re all closed on Sundays nationwide, because he believes in rest and time with family on the Sabbath. If a mall won’t let them close, they don’t go in the mall at all.

Hasn’t hurt them. In 2011, at mid-year, they were up system-wide by about 12% in same store sales vs. prior year, the chain is growing, the company profitable.

I believe it’s the founder’s son running the show now. I saw him on Fox-Financial, cheerfully and goofily dressed up as a cow, pitching Cow Appreciation Day.

A lot of people let ego, often undeserved ego, stand in the way of achievement. They envy others their wealth, but aren’t willing to totally put themselves out there to get it for themselves. On the other hand, a lot of people operate without underlying principles and a strong navigational system, so they are easily blown off course.

The folks running this particular company have clear, firm values. One is that customers have fun. That’s something missing from too many businesses: nobody’s having any fun. The experience of being a customer is, at best, ordinary; at worst, terrible.

I like to ask business owners what their business is about.

What they’re doing.

Small-thinking shopkeepers always answer in terms of core deliverables. We clean carpets, we cut hair, we sell insurance.

Slightly more sophisticated students of marketing tend to give boilerplate marketing message answers: we help people protect their financial futures.

Executives at big dumb companies usually quote the vaguest of mission statements. But there’s little juice in any of that.

At one point, Trump set out to change the skyline of New York City. Well, that’s something.

When you tell people that’s what we’re all about here, you can capture their imagination. That has juice.

I set out in 1975 to introduce more people to ‘success education’ than any other person or company ever had, and I believe I’ve done that, although I’m not quitting just yet. That has juice. And it’s navigational; you can ask about everything you might do, is it fulfilling that purpose? It’s good to be about something significant and inspirational. Then, when somebody asks you what you do, and you tell them, they get that you’re about something interesting and will want to know more about it, may be interested in helping you, or being a part of it somehow, if only as a customer.

One of the essential ingredients of the Magnetic Marketing® that I’ve taught is creating something that is magnetic. Most businesspeople are thinking too much about how to sell their stuff – not enough about to make it and themselves magnetically attractive, so the selling of stuff occurs naturally.

Who is Dan Kennedy?

DAN S. KENNEDY is a serial, multi-millionaire entrepreneur; highly paid and sought after marketing and business strategist; advisor to countless first-generation, from-scratch multi-millionaire and 7-figure income entrepreneurs and professionals; and, in his personal practice, one of the very highest paid direct-response copywriters in America.

As a speaker, he has delivered over 2,000 compensated presentations, appearing repeatedly on programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields (Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S. Presidents and other world leaders, and other leading business speakers like Zig Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000 and up.

His popular books have been favorably recognized by Forbes, Business Week, Inc. and Entrepreneur Magazine.

His NO B.S. MARKETING LETTER, one of the business newsletters published for Members of Glazer-Kennedy Insider's Circle, is the largest paid subscription newsletter in its genre in the world.

Where do I go from here?

Return to Act On Your Dream!, Famous Authors, Articles or Articles by Dan Kennedy.

Like us and leave a comment

New! Comments

Have your say about what you just read! Leave me a comment in the box below.

Share this page with your friends

Share this page:
Enjoy this page? Please pay it forward. Here's how...

Would you prefer to share this page with others by linking to it?

  1. Click on the HTML link code below.
  2. Copy and paste it, adding a note of your own, into your blog, a Web page, forums, a blog comment, your Facebook account, or anywhere that someone would find this page valuable.

Do you like our Act On Your Dream! site?

If you like our site, please click the Like button below, and tell your friends about us. Thank you!

Search Act On Your Dream!

Popular Pages
on our site...

Success Quotes

Napoleon Hill

What Do Dreams Mean?

Your Dream

Famous Quotations

My Top Tip
to Help You Succeed

Think & Grow Rich

by Napoleon Hill

(Click the image below)

Think and Grow Rich

Or, if you prefer to
read a book...

This is the edition
I recommend...

Think and
Grow Rich!:
The Original
Version, Restored
and Revised

Personal development is one of the keys to your lasting success

Nightingale Conant - World leader in personal development since 1961

Subscribe to our Act On Your Dream! Newsletter

Enter Your E-mail Address
Enter Your First Name (optional)

Don't worry — your e-mail address is totally secure.
I promise to use it only to send you Act On Your Dream.