Zen Archery and Chipotle (yes, the restaurant chain)
Chris Arnold, Chipotle’s Communications Director explains how Chipotle puts business objectives before marketing communication. In other words, instead of using buzzwords like “sustainable,” “organic” or “local,” they focus on making the best-tasting food—which happen to be sustainable, organic and locally sourced. Costs more, but they figured out creative ways to subsidize the expense.
Which is why I like the analogy to zen archery practice: if you focus your attention and energy on your efforts—instead of thinking about the goal or outcome—then by the time the arrow is in the air, you are sure to hit the bullseye.
Here’s the link to the article and as an example of Chipotle’s excellent storytelling, a video that really grabs you by the heart.