A couple of weeks ago, we had a meeting at Target headquarters in Minneapolis. Target is a great partner of ours, and we were both pleased and honored to be invited in to share our thoughts on the Free From category and where we see it headed in the next 24 months.
There is nothing like visiting Minneapolis in the dead of winter. The day that we were there the high temperature was 2 degrees, with the wind chill hovering around -17. While it is true that you can walk the whole downtown without ever going outside (the buildings are connected by overhead walkways and tunnels to allow its citizens to survive the winter), once you leave the downtown area, outside is not a choice but a necessity. We survived.
Back to Target. In their lobby they have a set of 6 ft. high, 3 ft. wide permanent displays illustrating the tenets of their business. A great way to make sure all Target team members as well as suppliers are constantly reminded of the values and mission of the company.
One particular statement struck me more than others.
“We’re Fast, Fun, and Friendly”
It went on to say, “its not just how we act, it’s how we are. It’s an energy we create. It’s our mantra. It’s in our DNA.”
I love this. “It’s in our DNA”. This is what makes a great company. A lot of companies can act like they love what they are doing. They can act like they love their customers. They can act as if they are on a mission to be the best, and act as if they are having fun doing it. But for many, it is simply that. An act. Eventually those companies falter.
Yet when its in the DNA of the company, the company will prosper. The brand will dominate. You can’t clone DNA; you can only create your own.
Target owns their cache because Fast, Fun and Friendly is in their DNA. We are fortunate to be able to learn from them.