A Kosher Steakhouse's Company Story

Company Stories are critical to every business. I do not mean a Mission Statement or Value Proposition; I mean a company story. Tell others who you are, what values you foster, and why it’s worth doing business with you.

I was recently in New York City and took my family to an incredible Kosher steakhouse on Wall Street. When we got to the restaurant, we entered through a private elevator that took us to the main dining room. The ambiance was palatial. The décor and wall art cost well into the millions. As the elegantly dressed hostess brought us to our table, we passed the most impressive 2,000 bottle wine collection. All of the guests were wearing their Saturday night best. The tables were set with beautiful linens, fine china and flatware. The food and experience were second to none.

Two days later, I bought a steak sandwich wrapped in a brown paper bag from a kosher food cart in Brooklyn Heights. I sat on a park bench and ate my steak sandwich with a 100 pigeons that just became my best friend. To my surprise, it was equally as tasty and enjoyable to the meal that I just had at the fancy steakhouse.

Before I left town, I was still craving one more good Kosher meal (since my options are more limited in Scottsdale, AZ). My wife and I walked right past the food cart in Brooklyn Heights, got on the subway, and went back down to Wall Street. We spent well over another $100 each on a steak meal that was less enjoyable than the sandwich from the food cart at 1/15th of the cost. What happened? I had bought the fancy steakhouse’s story. I went back there for the overall feeling that it gave me and the experience that it offered.

What story are we telling our prospects, customers, and clients? What reason are we giving them to work with us, for us and/or to buy from us? How can we set ourselves apart from the competition?