Chipotle has distinguished itself from the Burger Kings and McDonald's of this world by relying on "naturally raised" meat that is antibiotic- and hormone-free, by dropping trans fats from its cooking before doing so was in vogue, and by offering organically certified beans and avocados. ...Other chains reheat frozen items in a mechanized system. At Chipotle, Ells points out, "we're actually cooking. If you walk into the refrigerator, you'll see fresh onions and peppers and raw meat that isn't tenderized or treated in any way."
Excerpted: That mission drives Chipotle's sales and marketing.. When Chipotle's ad agencies couldn't find a way to make "food with integrity" a compelling sales proposition, Ells dumped them and brought marketing in-house. Now the company is winning industry awards, and building valuable customer loyalty, through campaigns such as The Scarecrow. The online video and game about farmers and fresh food has become a best seller on the App Store, downloaded nearly 700,000 times [and] has fueled Chipotle's growth. The company now has some 1,700 stores, up from 1,350 two years ago; revenue is $3.6 billion, up more than $1 billion over the same time; and Chipotle's market cap doubled to a whopping $21 billion.
Steve Ells and Chipotle are hardly alone in embracing what Ells calls a "loftier" vision for the enterprise. "...another renegade CEO declared... his frame for decision making was moral: "We do things because they're just and right." This emphasis on social goals over financial performance seems almost revolutionary—and yet the renegade is none other than Tim Cook of Apple, CEO of the most valuable company in the world.
[As for]... Generation Flux, [they are the] people best positioned to thrive in today's era of high-velocity change. Fluxers are defined not by their chronological age but by their willingness and ability to adapt, ...defining where business and culture are moving. ...Purpose is at the heart of their actions... [not] social service. ...Mission..allows them to filter the modern barrage of stimuli, to motivate and engage those around them, and to find new and innovative ways to solve the world's problems. ….Businesses that find and then live by their mission often discover that it becomes their greatest competitive advantage.