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Forbes
5 days ago
- Business
- Forbes
Twelve Golden Rules From The Kitchen: 'Going The Extra Mile'
Jacob Orrin is COO and cofounder of Merit, transforming government programs with digital identity solutions and driving rapid growth. getty Working in the catering business taught me another key lesson: Customers appreciate when you go the extra mile—but only when it's done thoughtfully and with intention. Overextending can backfire. For example, agreeing to create a custom gourmet dish for one guest at the last minute might seem generous, but it can derail kitchen flow, add unexpected costs and compromise service for everyone else. Every business, in any sector, must keep a close eye on margins. Just look at dining out today: It feels expensive, but the profit margins are slimmer than most people realize. Labor, rent and utilities eat away at revenue quickly. Often, the difference between breaking even and turning a profit comes down to balancing the value of extra effort with what it actually returns. When I traded in my apron for a business suit, I found that this 'extra mile' philosophy applies just as much to client relationships and partnerships as it does in the kitchen. Going above and beyond in business can set you apart, but just like in a restaurant, it's not about indiscriminately over-delivering. Instead, the key lies in finding intentional, impactful ways to add value that resonates with customers and partners. Here's how taking that extra step without overextending can create lasting impressions in business. In catering, every staff member hustles, and efficiency is the name of the game. I used to encourage our waitstaff to use quiet moments wisely. If there was downtime, they'd fold napkins into fun shapes or prepare small personal touches for dinners, like a handwritten note wishing someone a happy birthday. These small gestures didn't cost much but added memorable touches that showed we cared. In business, a similar principle applies. For example, one of our clients won an award for technological innovation in their category based on the work we did together. Instead of mailing them a trophy, we flew out to deliver it personally and took them to dinner to celebrate their achievement. While gestures like these require additional time and expense, they show that you genuinely care about your clients, which can lead to future opportunities. Often, it's not the scale of the gesture but the sincerity behind it that builds trust and a real relationship. I once sent a thoughtful birthday gift to a customer—a gesture that, in hindsight, stretched our budget more than it should have. I never really knew if it made the impact I hoped for. That experience taught me an important lesson: Meaningful relationships in business are not built on grand, one-off gestures but rather on consistent, genuine actions over time. Take the example of 'autograph books.' Since the early days of the Disney parks, children have brought books to collect signatures from beloved characters like Mickey or Cinderella. One lifelong fan recalls a time when he was eleven and lost his autograph book. When calls to the park didn't result in finding the book, he and his family gave up hope—only to receive a surprise in the mail weeks after they went home. The park had replaced his autograph book with a new one that contained all of the park character's signatures, many also bearing personalized messages to the young fan. This impacted the guest deeply all the way into his adult life. There were no forms, no hassle, no attempts to gain more money from the family after their vacation was ended—just joy, because creating unforgettable moments is what truly matters. Meaningful customer interactions can build loyalty, but there's also power in collaborating with the right partners. Going the extra mile with strategic partners can create added value for both parties. For instance, we made a point to hold regular data-sharing sessions with one of our key clients during a virtual monthly meeting. This was not something they were expecting from us. Still, by proactively sharing trends and insights, we helped them identify growth areas and inefficiencies, strengthening our relationship and generating additional business for us. Working with partners in this visible and intentional way can create mutual value, encourage long-term collaboration and create loyalty. In business, just as in a restaurant, the right partnership moves can provide rewards for everyone at the table. The magic of going the extra mile is not doing more than anyone else—it's choosing the right moments and gestures to enhance relationships without exacerbating resources. Whether you're running a kitchen or leading a go-to-market team, being intentional about these efforts can help keep your business sustainable and memorable. Going the extra mile should be thoughtful and deliberate, creating a lasting impact without breaking the bank. Ultimately, business—like any well-run restaurant—is about understanding what truly resonates. Doing this right, going the 'Extra Mile,' can keep people coming back time and time again. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
24-04-2025
- Business
- Forbes
Golden Rules From The Kitchen For Leadership: 'Details Matter'
Jacob Orrin is COO and co-founder of Merit, transforming government programs with digital identity solutions and driving rapid growth. In the first lesson of this series, I discussed the French culinary term "mise en place"—"putting in place"—and how it applies to corporate leadership. This time, we're getting more into the weeds, whether you're in the kitchen or business: Details matter. When I first started cooking, my sous chef handed me a challenge to make a set of soufflés. At first, it seemed impossible. But he gave me simple, albeit slightly snarky, lasting advice: 'It's not that hard if you just follow the instructions.' Every detail mattered, from how I whisked the eggs to sifting the flour. Focusing on each step taught me that success wasn't out of reach—I just had to be meticulous, one soufflé at a time; 150 later, I had it down and learned the lesson. When I transitioned from the kitchen to the corporate world, the saying, 'the devil is in the details' followed me. Whether preparing a dish or leading a multichannel sales initiative, success often depends on paying close attention to the small things. For example, we take the time to map out the details of our sales funnel clearly. This is a lot of work up front, but it helps us better manage our pipeline. One key step in our funnel is RFP responses. When my team submits RFPs, we follow the same principle I learned sweating in the kitchen. It sounds simple, but you would be surprised how many people skip this step: 'Follow the instructions.' Just as gathering ingredients is the first step in cooking, our RFP process starts with an internal kickoff and a detailed event brief. We cover everything, from addressing outlier questions to understanding the incumbent's past performance and reviewing previous winning RFP responses. Every detail matters to us, from key political figures influencing the subject to blog updates and speaking notes from agency heads' recent posts and events. In business—especially when working with experienced stakeholders—missing details are easy to spot. Even something as small as getting a name wrong can ruin a proposal. Today, tools like AI can generate materials in minutes. However, as someone who reviews many AI-generated presentations and pitches, I can easily spot when something is not right. The standout materials are those where someone has taken the time to personalize, verify and polish the content. It might take extra effort to double-check numbers or review images, but that attention to detail separates a winning proposal from one that falls flat. Here's how to leverage details for success: • Follow a process: Like a recipe, create a structured approach for your go-to-market strategies. Break down your sales process into the necessary steps, and focus on each one. • Double-check everything: Whether it's you or someone on the team, make sure to review numbers, names, imagery, technical content, etc. Create accountability so the time is invested in reviewing every detail. By being thorough upfront, you can avoid costly mistakes later. • Stand out through personalization: In a world filled with templated materials, the extra care you put into personalizing and refining your work will help you stand out. People notice when you go that extra mile. • Refine your processes: At the end of each cycle of whatever process you follow, relook at it. Did it serve your needs? Where should steps be added or removed? What learnings should you check for next time? If you are not continually improving the process or at least asking if it needs improvement, you could be setting yourself up for long-term failure. Remember, success in business—like in the kitchen—is all in the details. Whether preparing a soufflé or closing a multi-million dollar deal, focusing on each step can set you up for long-term success. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
