When to Say No To Revenue

  • Denver, Colorado, United States

Author:  Sterling Hawkins

Short Description

Can you imagine Say No To Revenue? It doesn’t sound right, does it? Ironically enough, that’s exactly what might be necessary to set you and your business up to achieve success. Anyone that knows chicken, has at least heard of Chick-fil-A and their famous chicken sandwiches served across locations in 48 states in the US. […]

Can you imagine Say No To Revenue? It doesn’t sound right, does it? Ironically enough, that’s exactly what might be necessary to set you and your business up to achieve success.

Anyone that knows chicken, has at least heard of Chick-fil-A and their famous chicken sandwiches served across locations in 48 states in the US. My nieces are huge fans and if you haven’t tried it, you need to. The fast food restaurant features a simple menu and good customer service, founded in the 40’s by S. Truett Cathy.

And like most successful businesses (maybe all) they had a clear vision beyond just standard business practices. A vision grounds the company in a direction that the founder(s) intend. A business without a vision can lack soul and purpose and leave people wondering…why?

As a devout Southern Baptist, a lot of how the company operates is heavily influenced by those beliefs. Agree with it or not, Truett’s vision is “to glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.”

It takes more than just having a vision. It takes standing for it #NoMatterWhat, something I call Getting a Tattoo. Getting a Tattoo is committing yourself so deeply to a vision, that you’re permanently changed by it. When you have a vision that’s that strong, it starts to guide your actions and therefore your results. Importantly, it’s guiding your actions beyond just how to generate revenue. After all you can’t just get rid of a tattoo.

Chick-fil-A was so clear on their vision, every single thing he and the company does is put through that filter. And if something didn’t fit the filter, it wasn’t accepted. Most places you go to eat they say: “How can I help you?” Nothing wrong with that. Never thought of it before, but it doesn’t pass the, so called, tattoo test for Cathy. Rather when you go to Chick-Fil-A they ask: “How can I serve you?” Small change, but all of a sudden he’s all in on his vision.

When to Say No To Revenue

Sometimes standing for your vision might directly conflict with profits. And you know what you do? Stand for the vision anyway. You heard me right: say no to revenue when it conflicts with your vision. You’ll need to have practice exercising that discomfort muscle, because it might bring some heat you’ll have to withstand.

For Cathy, he knew that most every place is open on Sunday. There are countless customers that would love his famous chicken sandwiches as a Sunday brunch. But his tattoo was first and foremost “to glorify God.” So flying in the face of additional profits, Cathy, to this day, has Chick-fil-A closed on Sundays.

Cathy committed so deeply he stakes his career and his company on that vision. And you know what? It worked (whether you agree with his vision or not is a different conversation). As of last year, Chick-fil-A sales are up 17% in the last year following 51 consecutive years of growth to reach $10.5 billion in revenue and 2,400 restaurants. In fact, Chick-fil-A trails only McDonald’s and Starbucks among U.S. restaurant chains.

Do you know what your vision is?

Much of the world is still dealing with pandemic fallout and it’s hard, period. But times like these become even harder when you’re not clear on a vision and maybe even impossible if you don’t stand for it.

Would you be willing to turn down revenue (not to mention anything else) for your vision?

Join me in the #NoMatterWhat Facebook Community where we’ll be talking about the seeming trade-off between your vision and revenue, what it looks like and how to deal with the discomfort of potentially turning down short-term revenue for long-term gain. Standing for that vision #NoMatterWhat might be just what’s needed to achieve success.

Contact Us at WeSpeak Global and follow us on Twitter

Author Profile

The articles, video and images embedded on these pages are from various speakers and talent.

These remain the property of its owner and are not affiliated with or endorsed by WeSpeak Global.

Similar to When to Say No To Revenue

Erin Hatzikostas

Here are 3 things I have now that a 6-figure salary couldn’t give me after I left my $500,000 a year job to start my own company, and I couldn’t be happier. On paper, everything about my career was amazing. I’d become the CEO of a large company at the age of 42. In less […]

  • Author: Erin Hatzikostas
WS Logo 512

Toward the end of 2020, I made a resolution to cut down on my intake of fast food. I was almost resolute never to bring another juicy slice of pizza to my lips ever again and Making Organizational Changes Stick I had always known the truth – it was counterproductive to my gym routine and one slice […]

  • Author: Zanele Njapha
Blake Morgan - The Modern Customer Podcast

Do your Data-Driven Marketing efforts feel like a shot in the dark? It doesn’t have to be that way.    With the power of today’s abundance of data, brands can use a measured and data-driven approach to build an agile and compelling customer experience.   According to Tiffany Perkins-Munn, Head of Data and Analytics at J.P. Morgan Chase, […]

  • Author: Blake Morgan
Brent Lindeque

New York, USA (24 March 2022) – The endangered black rhino in South Africa will receive extraordinary help from Wall Street with a new “Rhino Bond” that will only increase in value as the animal’s population increases! The pilot project has already been backed by the Washington-based lender which has issued a $150 million loan (over R2 […]

  • Author: Brent Lindeque
Ryan Jenkins | Next Generation Catalyst Podcast

We are only as unified as our loneliest team or Disconnected Worker community members.   No one is immune to feeling lonely at work—not even the outgoing top sales associate, the customer success representative that brings her dog into the office, or the charming vice president who always declines every happy hour invitation due to “overcommitments.” Entry-level […]

  • Author: Ryan Jenkins
Sterling Hawkins | Predictable Results

Excited to share the big news that I’ve been talking with many of you about already! The Launch You’ve Been Waiting For. How to Get Results #NoMatterWhat, It turns out there’s actually proven science around how to get results #NoMatterWhat. It’s all too clear that this is still a really tough time for many people […]

  • Author: Sterling Hawkins

Do you have to be a manager or executive to Being A Leader? No! Leading others is a choice. It isn’t about your title. Many people with executive titles are terrible leaders, and many people without a fancy title are outstanding leaders. More than your title, being a leader is about influencing change and inspiring […]

  • Author: Jacob Morgan
Rick Lewis

Start Training to Live the Real You and The Ability to Feel Confident in the Midst of Life’s Challenges Takes Practice Why is practicing for life’s challenges so important? We are biologically designed to access great stores of energy when things matter. It’s how we’ve survived as a species. Life and death circumstances require great […]

  • Author: Rick Lewis

Our Mission

We are your partner creating memorable and engaging experiences that go beyond the event itself.

© All rights reserved 2025. Created using VOXEL THEME