Cook vs. Chef
There’s a big difference between good and great. It has to do with the details. In our experience, we’ve found it’s better to go the way of the chef instead of a cook. But, what do we mean when we say this? Well, let’s look at them:
The Cook
- Does things quickly without substance
- Throws a bunch of flavors together hoping for something good
- No need to know much about food to start
- Quality is rarely present
- May make something good here and there
The Chef
- Takes time to do it right
- Knows how to combine many ingredients to perfect taste
- Well trained, impeccable palate
- Always quality, every dish counts
- Few become expert chefs
So, what’s that mean?
It means we’re not the type of people to throw a bunch of garbage against the wall to see if something sticks. We’re not going to waste investment dollars hoping for a win. Instead, we’re going to research, learn, understand. We’re going to define a concept, the design visuals that tell that story to the right people. We’re going to make ever interaction count and we’re going to win. Here’s what these approaches look like:
The Cook’s Approach
- “I’ll know it when I see it”
- Allows others to decide what you are
- More of the same, nothing new
- You can create a few paths, but they may not be the ones you want to take
- Typical Results: Disjointed brand that an uninterested public easily forgets.
The Chef’s Approach
- “I know this is what to do, because we’ve built the case to do it.”
- You know who you are before you do anything
- Proactive and steadfast in strategy and implementation
- Plot the right course and move in the right direction
- Typical Results: Consistent and growing success
