Q&A with Truett Cathy

January 1, 2008

Truett Cathy had been asked the question so many times he decided to put his response into a book. Cathy's fifth manuscript, "How Did You Do It, Truett?" reads like an extended conversation with Chick-fil-A's founder and chairman, not only covering his advice on starting and running a business, but also his thoughts on living life in the highest standard.

"How Did You Do It, Truett?" offers a number of tips on philosophies and principles for an entrepreneur starting a business, including his 11 "do's" and "don'ts" of proven success for one of the nation's largest privately held restaurant chains. The brand's founding philosophies continue to be key contributors to the chain's success.

On the cusp of another best-selling inspirational book, Business to Business asked Cathy to share his thoughts on what it takes to be a leader; never taking "no" for an answer; and an exclusive peek into his next book.

Business to Business: What is the biggest takeaway a reader will have after reading your latest book?

Truett Cathy: I hope readers will have a greater appreciation for the importance of keeping their priorities in order. We live in a changing world, and sometimes we need to be reminded that the important things have not changed. My goal was to answer the question I am most often asked – and is posed in the title – for readers in a single sitting. I also wanted to remind readers of the basic principles that lead to success in business and in life based on my experiences.

BtoB: What is the single most important attribute a leader should have?

Cathy: The important things will not change if we keep our priorities in order. When my brother and I started our first restaurant, we poured all of our worldly possessions plus everything we could borrow into the business. This experience taught me the full meaning of the word, "commitment."

Everything was at stake and I was totally committed to the task of building a successful business. I knew I could not fail. I would like to point out we were not so committed to financial success that we were willing to abandon our principles and priorities. One of the most visible examples of this was our decision to close on Sunday. My brother and I had attended Sunday school and church on Sundays and we were not about to stop just because we owned a restaurant. Our decision to close on Sunday was our way of honoring God and directing our attention to things more important than our business.

BtoB: As an entrepreneur, why is it important to never take "no" for an answer?

Cathy: As an entrepreneur, I agree to certain aspects of this question. If I had been discouraged and given up every time I was told that I couldn't do something, then I would not be where I am today.

The issue of taking "no" for an answer as a leader of the business is another matter altogether. It's important to avoid exerting too much direct control over the organization. A lot of times you get the impression people are afraid to tell the owner the real truth; they're afraid of the owner's reaction. I try to run my business encouraging others to feel comfortable in taking an opposite viewpoint from myself. However, it must always be a respectful disagreement.

BtoB: You founded Chick-fil-A in your 40s. Is it ever too late to get started?

Cathy: There is a time and a place for everything. If you are burdened with obligations and debt – you have a family, a mortgage, and a car payment – it may not be the time to think about establishing a business. I'm not suggesting everyone who starts a business has to follow my model, but just like saving money, the earlier in life you start, the better your chance for success. I started in "business" as a child selling newspapers, magazines and Cokes. And I was only 25 when we opened the Dwarf House in 1946.

BtoB: The subtitle of your book is "A Recipe For Success." What are your top steps to success?

Cathy: I'll provide a few of the "11 Do's and Don'ts of Proven Success" that I write about. Start early as a teenager and concentrate on what brings you happiness. Sacrifice material things and reward yourself later. Grow your business cautiously and be prepared for disappointments.

BtoB: Any plans for another book?

Cathy: I've written five books, so why not six? Who knows – I just might co-author something with the Chick-fil-A Cows and call it "A Bovine Guide on How NOT to End Up as a Hamburger!"

– Michael J. Pallerino