Once upon a time, there were two friends, a pig and a fox.  Each day they took a walk through the woods.  Each day they saw animals scurrying to find and save food.  One day the fox said, “You know, I bet these animals would appreciate a place where they could go and buy food, rather than having to find it.” This idea also struck the pig and after their walk, the two friends went home to think about this concept.

A week later, two new sandwich stores opened up.   The pig called his the “Horn and Hoggart.”  Customers could order almost any kind of sandwich (with the exception of ham and bacon), with a variety of extra options available.  To keep his prices low, the pig offered basic prices and charged extra for the options.

The fox also opened a sandwich shop:  The Bread Pitt. (He hoped the name would attract local celebrities, such as Redd Foxx, Wolf Blitzer, Larry Bird, and even Harry Elephanté.)  The fox charged a little more for his fare, but he offered a more diverse menu, and all options were free, as were coffee and drinks.

Business started out vigorously for both shops.  The animals of the forest liked the idea of getting food already prepared.  They didn’t have to spend all their time looking for food.  Some used their free time to build an intra-forest freeway and raised money by charging a toll for animals and little girls going to their grandmothers’ houses.

The pig watched his pennies, and each sandwich made a clear profit.  He soon eliminated the more exotic options such as cheese or pickles.  His customers had never tried such foods before and were not willing to spend money to find out if they liked them.  The pig did not extend credit and treated all customers the same, whether they were new customers or regulars.

The fox enjoyed watching his customers try new foods and often included options on the side for free, even when customers did not order them, just to let them taste them.  The fox often rewarded his regular customers with surprises, such as 2-for-1 bonuses or extra meat.  Sometimes, he even gave customers sample sandwiches to share with family members or friends.  And when regulars were short on money, the fox allowed them to pay the next time.

Soon the pig’s revenues began to fall.  He was still making money, since each sandwich was priced to do so, but customers began to drop off.  His customers often felt they spent more than they expected and still left a bit hungry.  They also felt used when they tried new foods like spicy mustard or extra onions.  They not only had to pay extra, but such foods made them thirsty, and then they had to pay more for drinks.  When customers changed their minds after an order was filled, the pig would charge them for a second order.  The whole experience made their stomach’s queasy instead of full.  The pig was making sandwiches and he was making money.  Just not very much.

On the other hand, customers always left the Bread Pitt satisfied.  They enjoyed a full meal they felt was a bargain.  They felt special.  The fox knew his customers by name, getting to know them by asking them about new items he gave them to try.  Customers told their friends how the fox always went out of his way to serve them more than they expected.  If there was any misunderstanding about an order, or if customers changed their minds, the fox would give them what they wanted at no additional expense.

Word travels fast in a forest.  More and more customers came to the Bread Pitt.  And fewer and fewer came to the Horn and Hoggart.  It is the way of the forest…survival of the fittest…and the fairest.

Over time, the fox’s customers began to call his sandwiches by a new name.  Part of the name reflected the fact that the sandwiches were so big.  But a bigger part of the name reflected what customers said when asked how the fox made them feel:  like Heroes.

The Moral?  There is no pork barrel when a company makes a pig of its profits. On the other hand, there is nothing more important than giving excessive value to the customer.  When you focus on making the customer a hero, your company comes off the same way.  It’s a sly way to do business….sly like a fox.